“Five Pennies” was playing on the radio. Grainy New York City was bustling. In 1928, shopkeepers started putting hand sized glass jars of a reimagined form of chocolate on their shelves. It was the latest thing, chocolate as a syrup, and the name on the paper label was Bosco.
Rock N’ Roll
Jazz turned into Rock N’ Roll, the static of the radio into the ﬂickering light of the television. The World War was won and factories were back on full speed turning out all sorts of good stuff like Bosco in big glass jars. Just in time because ice cream was back too!
In step with the Baby Boomers, Bosco moved up from little corner store shelves onto the national television screen, featured on Howdy Doody and the Dick Van Dyke Show. “I love Bosco, it’s rich and chocolatey” became a sensation. Bosco-in- milk after school became a beloved ritual.
As the kids grew up, real life space ships of kids’ dreams were bringing men around the Earth and soon onto the Moon. Always in progress, Bosco slimmed up its big glass jars into sleek rocket shaped glass bottles. They were easy to pour and pretend to ﬂy.
As television moved into color so did the face of Bosco. Its blue and red colors, working off the color palates of Bosco Bear and Bosco the Clown, danced and disco’d away from a slower time of three national television networks, the nation’s “campﬁre”, to the fast pace of hundreds of “campy” channels.
As simple sundaes while sitting under the moon made way for an explosion of on-the-go foods while playing video games, families sharing time together made way for separate ways. But while the families were apart and the kids were away, Bosco stayed true to its heart and true to its name.
In red and blue it quietly thought. In bottle shapes it quietly tinkered. In ingredients it quietly improved. In ﬂavors it quietly advanced its art. The spotlight was off but the heart was on ﬁre. It reimagined once again. Yet it stayed with what’s right. Better ingredients and vitamins. Richer and thicker than the rest.
We’ve come a long way since “Five Pennies” yet our stories still always start at childhood with family. There are ups and downs, times with and times without. Bosco, sometimes the star, sometimes in thought. But always the voice that says stay “strong, stay together and smile!”
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