Hawaiian Punch

Leo's Hawaiian Punch was created as an ice cream topping syrup in 1934 by A.W. Leo, Tom Yeats, and Ralph Harrison in a converted garage in Fullerton, California. It originally contained 5 fruit juices: orange, pineapple, passion fruit, guava and papaya—all imported from Hawaii. Although customers later discovered that it made an appealing drink when mixed with water, Hawaiian Punch (with "Leo's" name omitted) was only available wholesale in gallon glass jugs to ice cream parlors and soda fountains. The original company was named Pacific Citrus Products (PCP).

In 1946, Reuben P. Hughes purchased the company and renamed it the Pacific Hawaiian Products Company and quickly set about making Hawaiian Punch Base available directly to consumers in 1 quart glass containers. The immediate post-war period saw the introduction of ready-to-serve Hawaiian Punch in 46 oz tins (1950) & frozen concentrate (1955). Sometime around 1954, the brand was expanded to a second flavor, Sunshine Yellow. The original red Hawaiian Punch became the "Rosy" flavor. At that same time, a sixth fruit flavor, apricot puree, was added to the formula. The Sunshine Yellow flavor omitted the orange juice of the original and replaced the original red food coloring with yellow. By 1955, Hawaiian Punch had become a national brand.

R. J. Reynolds Tobacco Company bought Pacific Hawaiian in 1962 and later transferred it to its newly acquired Del Monte subsidiary in 1981. At the time, Hawaiian Punch was marketed primarily as a cocktail mixer, but under RJR's leadership, the company conducted market research studies to housewives and children and directed marketing to the household market.[3] RJR introduced individual sized 8 ounce cans in 1973 and a powdered form, similar to Kool-Aid, in 1976. By 1978, Hawaiian Punch was available in liquid, frozen concentrate, shelf concentrate, pre-sweetened powder, and unsweetened powder form. In 1983, RJR introduced the first nationally distributed juice box, which increased sales by 35%.[4]

Procter & Gamble bought Hawaiian Punch from Del Monte Foods,[5] spun off from RJR Nabisco in 1989, a year later. Procter & Gamble sold Hawaiian Punch to Cadbury Schweppes in 1999.[6][7] Dr Pepper Snapple was spun off from Cadbury Schweppes in 2008. In 2018, Dr Pepper Snapple merged with Keurig Green Mountain to become Keurig Dr Pepper.

In 1961, the Atherton-Privett ad agency created a 20-second commercial to advertise Hawaiian Punch drink. The commercial was produced by John Urie and Associates in Hollywood. Jean Guy Jacques was the director; Bob Guidi and John Urie designed the two characters, Punchy and Oaf.[8] Ross Martin did Punchy's voice, "Hey! How 'bout a nice Hawaiian Punch?" and John Urie did Oaf's line, "Sure". Rod Scribner animated the commercials. Sam Cornell also worked on the later versions. Oaf never learned to say "No" and he was always punched. The commercial ended with Punchy leaning on a can of Hawaiian Punch, saying, "Wasn't that a refreshing commercial?" The commercial won many awards.

Although the character was introduced prior to RJR's ownership, they took it to a new level with "television commercials, magazines, and Sunday comics and on school book covers, toys, clothing, tumblers, and wrist watches" featuring the character marketed to children. The RJR employee magazine stated “[h]is presence on point-of-purchase displays lends instant eye-appeal” and called Punchy “[t]he best salesman the beverage has ever had."[4]

The Punchy and Oaf (sometimes called "Opie"[9]) characters were used in the product's commercials well into the 1980s, and again for a period in the early 1990s.

• Official website
• History of Hawaiian Punch