Get the latest gossip
Richard Lewis Revisits His ‘Trippy’ BoKu Fruit-Juice Commercials
“Quite frankly, I thought I was having a nervous breakdown watching them all at once.”
While juice-box titans like Coca-Cola’s Minute Maid and Hi-C were focused on satiating the school-aged masses, McCain Citrus, BoKu’s parent company, looked outside the box to a thirsty, untapped consumer demographic: fruit-juice-loving adults. Lewis insists the commercials were the result of collaborating with “hip, brilliant copywriters” from ad agency Noble & Associates, who would present him with some ad-copy framework in the form of topics and themes to riff and tell jokes about. While the commercials were a hit — BoKu sales surged to $14 million from 1990 to 1991, up 90 percent with Lewis at the helm (Jenkin calls it “the great spike”) — the brand still failed to reach the popularity of its more well-known competitors like Snapple and Tropicana.
Or read this on VULTURE
