Kickapoo Joy Juice
Encyclopedia
Kickapoo Joy Juice is a citrus
-flavored soft drink
brand owned by The Monarch Beverage Company
. The name was originally introduced in Li'l Abner
, a comic strip that ran from 1934 through 1977. Although L'il Abner' s Kickapoo Joy Juice was an alcoholic drink
, the real world beverage is a lightly carbonated
soda pop.
, an American comic strip
. Al Capp
, the cartoonist
, described the drink as "a liquor
of such stupefying potency that the hardiest citizens of Dogpatch
, after the first burning sip, rose into the air, stiff as frozen cod
fish". The concoction was brewed by Lonesome Polecat and Hairless Joe, two of the comic strip's backwood poachers
. Capp asserted in 1965 that the cartoon "never has suggested that the drink is moonshine
", in response to claims that the Kickapoo Joy Juice of L'il Abner was an illicitly distilled liquor.
, a former brand of The Monarch Beverage Company. That year, Nugrape worked out a deal with Al Capp, the owner of the "Kickapoo Joy Juice" rights, to produce the beverage as a carbonated soft drink. Capp, however, would have the last word on all advertising
and promotion
. Kickapoo Joy Juice's early advertising campaign
was very similar to Mountain Dew
's of the time – using characters from L'il Abner to create and market a hillbilly
feeling. Although the product is currently distributed largely in Asia
n markets (Singapore, Malaysia, Brunei and Bangladesh), the can still comes decorated with a vintage L'il Abner drawing.
Citrus
Citrus is a common term and genus of flowering plants in the rue family, Rutaceae. Citrus is believed to have originated in the part of Southeast Asia bordered by Northeastern India, Myanmar and the Yunnan province of China...
-flavored soft drink
Soft drink
A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...
brand owned by The Monarch Beverage Company
Monarch Beverage Company
The Monarch Beverage Company Inc is a diversified, international beverage company based in Atlanta, Georgia. The company's CEO is Jacques Bombal. The company was founded in 1965 by Frank Armstrong. Monarch Beverage Company aimed to establish itself by offering lesser-known soft drink brands that...
. The name was originally introduced in Li'l Abner
Li'l Abner
Li'l Abner is a satirical American comic strip that appeared in many newspapers in the United States, Canada and Europe, featuring a fictional clan of hillbillies in the impoverished town of Dogpatch, Kentucky. Written and drawn by Al Capp , the strip ran for 43 years, from August 13, 1934 through...
, a comic strip that ran from 1934 through 1977. Although L'il Abner
Alcoholic beverage
An alcoholic beverage is a drink containing ethanol, commonly known as alcohol. Alcoholic beverages are divided into three general classes: beers, wines, and spirits. They are legally consumed in most countries, and over 100 countries have laws regulating their production, sale, and consumption...
, the real world beverage is a lightly carbonated
Carbonation
Carbonation is the process of dissolving carbon dioxide in water. The process usually involves carbon dioxide under high pressure. When the pressure is reduced, the carbon dioxide is released from the solution as small bubbles, which cause the solution to "fizz." This effect is seen in carbonated...
soda pop.
Li'l Abner
The name, "Kickapoo Joy Juice", was originally coined as a "volatile brew" in Li'l AbnerLi'l Abner
Li'l Abner is a satirical American comic strip that appeared in many newspapers in the United States, Canada and Europe, featuring a fictional clan of hillbillies in the impoverished town of Dogpatch, Kentucky. Written and drawn by Al Capp , the strip ran for 43 years, from August 13, 1934 through...
, an American comic strip
Comic strip
A comic strip is a sequence of drawings arranged in interrelated panels to display brief humor or form a narrative, often serialized, with text in balloons and captions....
. Al Capp
Al Capp
Alfred Gerald Caplin , better known as Al Capp, was an American cartoonist and humorist best known for the satirical comic strip Li'l Abner. He also wrote the comic strips Abbie an' Slats and Long Sam...
, the cartoonist
Cartoonist
A cartoonist is a person who specializes in drawing cartoons. This work is usually humorous, mainly created for entertainment, political commentary or advertising...
, described the drink as "a liquor
Distilled beverage
A distilled beverage, liquor, or spirit is an alcoholic beverage containing ethanol that is produced by distilling ethanol produced by means of fermenting grain, fruit, or vegetables...
of such stupefying potency that the hardiest citizens of Dogpatch
Dogpatch
Dogpatch was the fictional setting of cartoonist Al Capp's classic comic strip, Li'l Abner .In Capp's own words, Dogpatch was "an average stone-age community nestled in a bleak valley, between two cheap and uninteresting hills somewhere." The inhabitants were mostly lazy hillbillies, who usually...
, after the first burning sip, rose into the air, stiff as frozen cod
Cod
Cod is the common name for genus Gadus, belonging to the family Gadidae, and is also used in the common name for various other fishes. Cod is a popular food with a mild flavor, low fat content and a dense, flaky white flesh. Cod livers are processed to make cod liver oil, an important source of...
fish". The concoction was brewed by Lonesome Polecat and Hairless Joe, two of the comic strip's backwood poachers
Poaching
Poaching is the illegal taking of wild plants or animals contrary to local and international conservation and wildlife management laws. Violations of hunting laws and regulations are normally punishable by law and, collectively, such violations are known as poaching.It may be illegal and in...
. Capp asserted in 1965 that the cartoon "never has suggested that the drink is moonshine
Moonshine
Moonshine is an illegally produced distilled beverage...
", in response to claims that the Kickapoo Joy Juice of L'il Abner was an illicitly distilled liquor.
Product
The real world drink was introduced in 1965 under NuGrapeNuGrape
NuGrape is a brand of grape-flavored soda pop. The NuGrape brand was invented in 1906, first bottled in 1921, and by April 1933, The National NuGrape Company was founded in Atlanta, Georgia. In 1922, licensing rights were sold to the Olla Bottling Works in Olla, Louisiana where it was made and...
, a former brand of The Monarch Beverage Company. That year, Nugrape worked out a deal with Al Capp, the owner of the "Kickapoo Joy Juice" rights, to produce the beverage as a carbonated soft drink. Capp, however, would have the last word on all advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
and promotion
Promotion (marketing)
Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....
. Kickapoo Joy Juice's early advertising campaign
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
was very similar to Mountain Dew
Mountain Dew
Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was...
's of the time – using characters from L'il Abner to create and market a hillbilly
Hillbilly
Hillbilly is a term referring to certain people who dwell in rural, mountainous areas of the United States, primarily Appalachia but also the Ozarks. Owing to its strongly stereotypical connotations, the term is frequently considered derogatory, and so is usually offensive to those Americans of...
feeling. Although the product is currently distributed largely in Asia
Asia
Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
n markets (Singapore, Malaysia, Brunei and Bangladesh), the can still comes decorated with a vintage L'il Abner drawing.