We've been working on a fruit juice project in Mexico and are delighted to have come across... Boing!

Why we love it:

1. The bizarre, yet relevant name. What, a juice drink name whose semiotic approach isn't all juicy sweetness or glacial refreshment? Boing! is not the obvious sound of cool guava juice trickling down your throat. No, but it is the sound of a noisy, action-filled Mexican street corner: traffic, music, people, colour...(A Mexican friend tells us it also recalls the noisy jingles of local 90's radio ads)

 

 

 

 

2. An extraordinary back story: Boing! has got all the clashing graphics and sunny retro optimism (and sugar) you'd expect, but it's also got a history of democratic activism. In the 80's, its workers objected to unfair management practices and managed, after much struggle, including serious violence, to take over the company and turn it into a co-operative. 

The struggle was a hugely popular issue at the time (early '80s), with finances being raised by all kinds of supporters, including well-known local and international artists

3. It's got its own physical rituals: we learned that stomping flat the Boing! pyramid pack is something Mexican kids have been doing for generations, on the walk back from school. So, the drink gives you the energy you need to smash it to bits- the circle of life!

Y pa' dentro!!