This postcard advertised two sodas that capitalized on the 1964 US presidential race between Lyndon Johnson and Barry Goldwater. Distributed by Chicagoan Bob Du Mont rather than either presidential campaign, Johnson Juice was billed as "a drink for health care," while Gold Water was "the right drink for the conservative taste."
While both items became widely-recognized campaign symbols for their r espective candidates, this postcard demonstrates the tension between Du Mont’s politics and his business sense. On the one hand, the ad copy for Johnson Juice mocks the president’s program of a "Great Socialistic Society" and endorsement of "Big Brother," while Gold Water is more flatteringly described as being "for supporters of the 'Great Free Society' and . . . individual liberty under Almighty God." On the other hand, Du Mont continued to sell Johnson Juice until at least 1967, literally capitalizing on the president's success even as he discontinued Gold Water in the face of declining sales.