KICKAPOO
FROM FICTION TO NON-FICTION
Kickapoo Joy Juice is a citrus-flavored carbonated soft drink introduced in 1965 under NuGrape. The drink was originally a fictional moonshine drink created by cartoonist Al Capp for his American classic comic strip Li'l Abner. NuGrape capitalized on the comic strip and partnered up with Al Capp to create the non-alcoholic soft drink. Kickapoo was advertised with a “hillbilly” theme in relation to the famous comic strip and was promoted as a bold, rebellious soda based on a so-called original “Dogpatch recipe.”
GOING GLOBAL
Kickapoo was popular but never a nationwide hit; most of its attention was from fans of the comic strip. It was a direct competitor of Mountain Dew, to which it never caught up. When the Li'l Abner comic strip came to an end, so did the popularity of Kickapoo. The brand later turned its attention to international markets and became especially popular in East and Southeast Asia, where it established a strong presence.