Choose Ye Your Drink and Future

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Choose Ye Your Drink and Future

 

 

Name:
DuMont Distributors (Creator)
Title:
Choose Ye Your Drink and Future
Abstract:
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 respective 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.
Collection Name:
Group Research, Inc. Records
Archival Context:
Series III: States. Box no. 417, Folder no. Michigan -- Newspaper clippings
Subjects:
Johnson, Lyndon B. (Lyndon Baines), 1908-1973; Goldwater, Barry M. (Barry Morris), 1909-1998
Format:
postcards
Place of Origin:
Chicago (Ill.)
Date:
[between 1964 and 1965]
Language:
English
Library Location:
Rare Book & Manuscript Library, Columbia University
Browse Location’s Digital Content
Digital Project:
Choosing sides: right-wing icons in the Group Research Records
Persistent URL:
https://dx.doi.org/10.7916/D8P85PVC