The idea of a celebrity spokesman was discussed at length. We had to be a little bit irreverent,” former BoKu marketing executive Nick Andrus explains. “We felt we had to be a little disruptive - as the new player in town, you’re going out and competing with Ocean Spray and Welch’s and all these other well-known brands. The environment early on, in the early ’90s, was growth.” The company planned to achieve that growth through BoKu’s advertising pitch to adults: larger containers, complex flavors, no straws, and Richard Lewis. “So they were very anxious to get this going. as an expansion market,” Bret Jenkin, former product manager at McCain, tells Vulture. “McCain is and was a Canadian company that was really using the U.S. 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. “I’ve been doing this for 52 years, and when I got an email from my publicist that someone from Vulture wants to do something about BoKu, I thought I had died and gone to heaven a fucking practical joke,” Richard Lewis says on the phone.īoKu Fruit Juice Coolers debuted in November 1989 in 12-ounce packages with grown-up flavors like white grape raspberry, orange peach, and black cherry white grape. Were there other ads? How, we wondered, did this happen? This was art, a personal and brand manifesto. But Lewis’s bleeding-heart declaration, “It’s my undeniable right as a man of the ’90s to quench my thirst in my own way,” while wearing what appeared to be a utility belt of juice boxes, catapulted an otherwise quirky commercial into a different stratosphere of cinema. His direct address to the camera, lamenting the common adult problem of showing up to a party and being forced to choose between Coke or Pepsi (“This isn’t right!”). Lewis’s flowing mullet and all-black attire. Many things leapt off the screen: the dark, edgy set aesthetic and silhouette lighting. Our first encounter with the BoKu fruit-juice commercial, “ Man of the ’ 90s,” left us speechless and required a half-dozen rewatches.
One commercial featured Richard Lewis waxing poetic about a juice box for adults. One commercial reimagined the possibilities of product branding and celebrity endorsement. However, one commercial distinguished itself as an innovator and pioneer. Luckily enough, we were able to find game broadcasts online that had the original early-1990s commercials, including gems like the all-new Mitsubishi Galant set to a jazz cover of “My Favorite Things” and a sultry, bordering-on-risqué spot seemingly voiced by Billy Zane for Acura (“Some things are worth the price”). Unfortunately, that team is the 1994 New York Knicks. Send us feedback about these examples.When the NBA season was temporarily suspended on March 11, 2020, the basketball podcasting community was left at an impasse: What to discuss? With the world increasingly mired in the sadness of a horrific pandemic, the co-host of my podcast and I decided to fill time with a fun distraction: rewatching old playoff games from our favorite childhood basketball team. These examples are programmatically compiled from various online sources to illustrate current usage of the word 'blue book.' Any opinions expressed in the examples do not represent those of Merriam-Webster or its editors. Peter Hermann, Washington Post, 25 June 2019 Within a few hours, me and my little navy blue book were reunited.
2019 Trantham had to clean splotches of yellow paint from the back of his arms, white shirt and blue book bag. 2019 His slim-fit navy suit, complete with a red pocket square, mirrors the red and blue book cover. Ishaan Tharoor, Washington Post, 25 Nov. 2020 The Trump administration’s anti-immigration policy is a direct consequence of taking ‘Camp of the Saints’ as a blue book for governing. 2021 Well, in lieu of the standard blue book or lengthy thesis, Kelley has had his students partner with local Cincinnati and some regional schools for something more meaningful than a grade.
2022 The China Meteorological Administration has been carefully documenting the trends in an annual blue book that shows how China’s climate has changed to date, from sea level rise to extreme weather. 2021 The book is propped on a red bookrest, which chimes with the other colors: the green robes and grass, the lavender landscape, the golden sky, the blue book, the orange carpet. Recent Examples on the Web One man in a suit clutches a thick blue book containing New Hampshire’s election rules.
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