Can Moxie stand up to the big beverage bands?

While researching who knows what, I came across an article about Moxie soda trying to stage a comeback.

Apparently Moxie was the first real soda produced in the United States and once out sold Coke (say it ain't so!).  The soda (or pop for those of you outside the Mid-Atlantic region) eventually fell into obscurity and is now only a local favorite in the New England area (it's huge in Maine just like David Hasselhof is huge in Germany), although it has a bottling facility near Scranton, PA.

Another odd twist to the story is that Moxie was recently purchased by an arm of Coca-Cola of Northern New England.

How serious an effort will be made to promote a regional drink as a threat to the world's biggest brand when it's actually owned by a piece of that brand?  How can Moxie live up to its name and take on the Goliaths of the beverage industry?

I think they need a gorilla marketing campaign to do it.  Any suggestions out there?  As much as I love Coke I love an underdog even more and an underdog that's a comeback is even greater.  Let's try to come up with some genuinely great ideas for the folks at Moxie.

Comments

[GP]

Wow, talk about a challenge.

The last time I took a swig of the stuff was back in 2003. I bought it as a prank, telling a friend it was one of the most delicious beverages I ever tasted.
"Here, try it!" My friend took a sip and the response was exactly what I expected. "Ewwww, it tastes like medicine!" Yup.

We didn't finish the bottle.

If Jones Soda (www.jonessoda.com) can sell Turkey and Gravy soda, perhaps Moxie can reclaim some of its carbonated beverage turf.

How they go about it will be interesting to monitor. I don't think a mass market approach will work. What makes Moxie special is the limited availability and gross factor. Sorry, but it's true.

How does it grow? The peculiarity and history of the beverage attracts interest. Build on that.

Moxie should consider adding different flavors to the line and play off the acquired taste aspect. Do you have the Moxie for Moxie? Something like that.

If they JUST stick to what they know in the flavor department, something tells me that once the first can is cracked, the rest of the pack will start collecting dust.

[Winnie Anderson]

Thanks for sharing your thoughts GP. Love your suggested tagline! You should reach out to them and pitch that.

I also agree that playing on the exclusivity would be smart for them. That's how Coors propelled their brand to national prominence -- they built demand and played on the fact that you couldn't get Coors east of the Rockies.

Moxie has a bottling plant out in western Pennsylvania. I'm headed out that way on Thursday and will try to find some. If I do, I'll do a taste test and post the results.
w.