(Now, juice boxes are relegated to an end cap or a small shelf next to the “real” juices… interesting, no?).īut while Squeez-It and Capri-Sun had unique packaging that was immediately identifiable, Kool-Aid and Hi-C stuck to the tried and true juice box format. It only makes sense that the marketing folks would spend countless dollars to make you identify their brand above all others. I remember, as a kid, the “juice” isle stretched as far as the eye could see, with all sorts of juice box, pouch, and bottle options to choose from. Each, of course, had some sort of a gimmick that set them apart from their competition in the hopes that maybe leading you to obesity or diabetes in pouch form would be more appealing than the other guys. Think about it, Hi-C, Kool-Aid, Squeez-It, Capri-Sun, I could go on and on with the options that were available for kids to implore their parents to buy for them. The war to be the sugar water “drink” of choice in kids’ lunchboxes. I could wax nostalgic for pages and pages about all the food stuffs that were available for my school lunch as a kid (Dunkaroos, Fruit by the Foot), but from around 1981 to 1990ish, there was a war being fought on the grocery store shelves. Wait do I get paid for this? Guys? Anyway… I’m sure you already know where I’m going with this: Ecto-Cooler.īut bear with me while I build dramatic tension a bit… Gotta give the people what they pay for. I was among the fortunate who were blessed with a new lunchbox every year, and looking back – it was interesting the gimmicks and devices that were used to sell things to us to occupy those lunchboxes year after year. Bull who was a good twenty years your senior, running home from the bus to catch cartoons in the afternoon, and… oh yeah, before it became un-cool to bring your own lunch to school - lunchtime… There were few things that you looked forward to in any given elementary school day: recess, getting to see the cute sixth-grade teacher Mrs. The following article appeared on and on March 24th, 2010 as part of my syndicated weekly column, The Private Sector:
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