Tarax
Encyclopedia
Tarax is an Australian brand of soft drink
.
Tarax was the brand-name of an independent Melbourne soft drink bottler which listed as a public company in 1959, as the Taraxale Brewing Company.
Tarax was a market innovator, including sponsorship of the Tarax Happy Show on television from 1957 and the development of new packaging, such as the steel can.
In the 1950s Tarax won an Australian Institute of Food Science and Technology Award for their co-production of a flame spin sterilizer.
Producing a wide range of flavours including lemonade, orange, lime ("Limelite"), kola, lemon, pineapple, raspberry ("Crimson"), root beer, bitter lemon, "Solo", and "Panda", and the American "Dixi-Cola", Tarax was at its peak in Australia's consciousness during the 1960s, when it sponsored The Tarax Show on Australian television, and was one of the top-selling soft drinks in Victoria. Tommy Tarax was a character that appeared on bottle tops, advertising displays and as a puppet with Ron Blaskett on TV. One of the Tarax jingles was :
Also
The 1970s saw the brand re-invent itself with the dropping of several flavours, and the introduction of "Black Label" in lemonade and orange. A high profile advertising campaign heavily featured sultry actress Abigail
, who was famous from the TV series Number 96
. Later Pamela Gibbons, also of Number 96, performed in the Black Label commercials.
Cadbury Schweppes took over Tarax in 1972, and continued to market Tarax soft drinks as a regional brand to complement its national brands.
While Tarax's popularity has waned since the 1970s, it has still remained on the market, albeit with far lower prominence, relegated primarily to supermarket shelves.
Soft drink
A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...
.
Tarax was the brand-name of an independent Melbourne soft drink bottler which listed as a public company in 1959, as the Taraxale Brewing Company.
Tarax was a market innovator, including sponsorship of the Tarax Happy Show on television from 1957 and the development of new packaging, such as the steel can.
In the 1950s Tarax won an Australian Institute of Food Science and Technology Award for their co-production of a flame spin sterilizer.
Producing a wide range of flavours including lemonade, orange, lime ("Limelite"), kola, lemon, pineapple, raspberry ("Crimson"), root beer, bitter lemon, "Solo", and "Panda", and the American "Dixi-Cola", Tarax was at its peak in Australia's consciousness during the 1960s, when it sponsored The Tarax Show on Australian television, and was one of the top-selling soft drinks in Victoria. Tommy Tarax was a character that appeared on bottle tops, advertising displays and as a puppet with Ron Blaskett on TV. One of the Tarax jingles was :
"Be a Top Man,
Drink a bottle or can
of Tarax Top Ten flavours."
Also
"Oranges turn into Tarax,
Lovely lovely Tarax.
Oranges turn into Tarax,
The drink from the top of the tree."
The 1970s saw the brand re-invent itself with the dropping of several flavours, and the introduction of "Black Label" in lemonade and orange. A high profile advertising campaign heavily featured sultry actress Abigail
Abigail (actress)
Abigail is an actress who emigrated to Australia in 1968 and via the media of television became one of that country's significant sex symbols of the mid-1970s. Although born in England, she was educated in France. Her mother was a Ceylonese of Dutch Burgher/Eurasian ethnicity...
, who was famous from the TV series Number 96
Number 96 (TV series)
Number 96 was a popular Australian soap opera set in a Sydney apartment block. Don Cash and Bill Harmon produced the series for Network Ten, which requested a Coronation Street-type serial, and specifically one that explored adult subjects...
. Later Pamela Gibbons, also of Number 96, performed in the Black Label commercials.
Cadbury Schweppes took over Tarax in 1972, and continued to market Tarax soft drinks as a regional brand to complement its national brands.
While Tarax's popularity has waned since the 1970s, it has still remained on the market, albeit with far lower prominence, relegated primarily to supermarket shelves.
External links
Pictures at the State Library of Victoria- Tarax Huntingdale
- Tarax delivery trucks in loading bay.
- Tarax West Brunswick