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Photos · Moxie
  • <div id="_mcePaste" style="text-align: left;">Moxie is a brand of carbonated beverage that was among the first mass-produced soft drinks in the United States. It continues to be regionally popular today. Moxie’s flavor is unique, as it is not as sweet as most modern soft drinks and is described by some as bitter. Moxie is flavored with gentian root extract, an extremely bitter substance which was reputed to possess medicinal properties. It originated around 1876 as a patent medicine called “Moxie Nerve Food” and in 1920 it outsold Coca-Cola. From 1928 to 1953, Moxie soda was manufactured at 74 Heath St. in Jamaica Plain. <br /><br /> Learn more about Moxie here:</div><br/><div><a href="http://www.jphs.org/20thcentury/moxie-soda-outsold-coca-cola.html">http://www.jphs.org/20thcentury/moxie-soda-outsold-coca-cola.html </a><br /><br /> The Moxie images in this gallery are provided courtesy of the New England Moxie Congress. Visit their website at: <a href="http://www.moxiecongress.org/">http://www.moxiecongress.org/</a> </div><br/><div></div><br/><div></div><br/><div>Click on any of the images to see them larger. </div><br/><div></div><br/><p> </p><br/>
  • <div id="_mcePaste">A nineteenth century advertisement for Moxie, when it was marketed as a tonic to treat various ailments.</div><br/>
  • <div id="_mcePaste">A nineteenth century advertisement for Moxie, when it was marketed as a healthful beverage which was good for many ailments.</div><br/>
  • <div id="_mcePaste">Close up of the nineteenth century Moxie label with a list of illnesses Moxie treats.</div><br/>
  • <div id="_mcePaste">A World War II era advertisement for Moxie, with a patriotic slant. At this point in the company’s history they were encouraging franchisees.</div><br/><div></div><br/><p> </p><br/>
     
  • <p>A World War II era advertisement for Moxie, with a patriotic slant. “Take home a Moxie Pak” was part of an advertising campaign targeting all age groups.</p><br/>
  • <p>A World War II era advertisement for Moxie, with a patriotic slant.</p><br/>
  • <p>A 1950s era advertisement. This was Moxie’s heyday when it was marketed not as a health tonic but a soda.</p><br/>
  • <p>The line of Moxie products produced in the 21st century</p><br/>
  • <p>An early 20th century Moxie delivery vehicle</p><br/>
     
  • <div id="_mcePaste">A 1960s Moxie advertisement. The Moxie guy has been tweaked to look more like Frank Sinatra and there is a move back to the healthful marketing trend with the mention of ‘Gentian’.  Gentian root has been used in medications since the Roman era.</div><br/>
  • <p>Red Sox great Ted Williams was a Moxie spokesperson in the 1950s. </p><br/>
  • <p>A 19th century Moxie delivery vehicle</p><br/>
  • <div id="_mcePaste">The Moxie bottle stand at Pine Island Amusement Park in Manchester, NH in the 1910s.</div><br/>
  • <div id="_mcePaste">1903 Moxie advertisement showing many aspects of the business.  At this time, Moxie was headquartered on Haverhill Street near North Station.</div><br/>
     
  • <p>1950s newspaper ad extolling the benefits of Moxie</p><br/>
  • <div id="_mcePaste">The original “Moxie guy” in an early twentieth century advertisement.  Note that he wore a lab coat (highlighting the healthy benefits of Moxie).</div><br/><div></div><br/><p> </p><br/>
  • <div id="_mcePaste">Delivery vehicles in front of the old Moxie headquarters on Haverhill Street in Boston in the very early twentieth century.</div><br/>
  • <div id="_mcePaste">Delivery truck parked in front of Moxieland, located on Bickford Avenue in Jamaica Plain. This image dates to the mid-twentieth century.</div><br/>
  • <div id="_mcePaste">In the 1930s the company moved to Moxieland, which was located on Bickford Avenue in Jamaica Plain.   None of these buildings exist today - except for the smokestack (still standing in the midst of the Bromley-Heath Public Housing development).</div><br/>
     
  • <p>1930s photograh of cars parked outside of Moxieland.</p><br/>
  • <p>1950s image of delivery trucks parked outside Moxieland in Jamaica Plain.</p><br/>
  • <div id="_mcePaste">A map showing the location of Moxieland, the Moxie factory which was located on Bickford Avenue in Jamaica Plain. </div><br/>
  • <div id="_mcePaste">A World War II era advertisement using patriotic imagery to attempt to find new Moxie franchisees.</div><br/>
  • <div id="_mcePaste">The “Moxie guy” still in his original white lab coat with his darker hair and deep set eyes.</div><br/><div></div><br/><p> </p><br/>
     
  • <div id="_mcePaste">1950s era newspaper ad for Moxie.  The advertising changed with the times to highlight how Moxie fit into current activities (in this era Moxie helped your stamina at the sock hop).</div><br/>
  • <div id="_mcePaste">Moxie ran targeted ads in a variety of languages. This ad dates to the mid-twentieth century. It is written with Hebrew characters.</div><br/>
  • <p>1930s era Moxie advertisement using Christmas imagery.</p><br/>
 
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