Great Moments in Moxie #10


By the 1940s, the popularity of Moxie was in serious decline thanks to Coca Cola's superior marketing, which included giving free Cokes to G.I.s overseas. A decade later it would be a blip on the radar of popular culture, known mostly as an in-joke in MAD Magazine.

The following radio ads show Moxie's attempt to get in on the war effort by implying a little gentian root extract, caffeine, sugar and carbonation would go a long way towards taking down Tojo and Hitler.

Okay, while the ads don't venture into the realm of pure propaganda (although you've gotta love a jingle going out to "you folks at home making all our war machines"), they are a rare glimpse at Moxie marketing in the fading days of its glory years.

1. Battleship Launch

2. Kate the USO Girl

3. Willie the Worker

3 comments:

Jack said...

I missed this one! Any chance you could repost the mp3s? Been a big fan of the Moxie series.

Todd said...

Me too! Please re-up if you can! Would love to hear these ads.

swac said...

As with The Moxie Song, I'll have to see if I still have these in digital form. Otherwise, I'll have to hunt down the cassette these came from (purchased at The Moxie Store, in Lisbon Falls, ME, if you're ever up that way).