Editing Moxie (section)

==Advertising==
[[Image:A classic-styled modern label from a bottle of Moxie brand cream soda.jpg|thumb|right|The original Moxie logo featuring the "Moxie Man" on the label of a derivative product]]
Moxie advertising in the 19th and early 20th centuries emphasized Moxie as a health drink and "nerve food".

In its advertising, Moxie used "Make Mine Moxie!" [[jingle]]s, the slogan "Just Make It Moxie for Mine", and a "Moxie Man" logo. The Moxie Man has appeared on labels in some form since 1906, and the image of a man pointing forward most associated with the brand was first introduced in 1911. The identity of the "Moxie Man", or "Moxie Boy" as he was called in the 1920s, was apparently not known at that time, with a 1922 ad in the ''[[Boston Herald]]''  by F. M. Archer proclaiming "in almost every town and city in the United States there is someone who believes they know the original of the Moxie Boy. In view of the many thousands of different opinions on this subject, we may offer a prize to the person who picks the actual boy, furnishing us photographic proofs, etc...the Moxie Boy, now a man (and some man at that), who posed for this picture many, many years ago, in fact before some of the readers of this article were born."<ref>{{cite news|title=Drink Moxie, If at All Particular [Advertisement]|last=Archer|first=F. M.|date=November 12, 1922|via=GenealogyBank|work=Boston Herald|location=Boston|page=68|url=https://www.genealogybank.com/doc/newspapers/image/v2%3A1386BF60B4F67060%40GB3NEWS-143E5C5285006D58%402423371-13CF4F63CEEF96A7%4067-13CF4F63CEEF96A7%40|url-access=subscription}}</ref> For many years the [[urban legend]] was that Archer himself was Moxie's mascot, but he would have been about 50 at its introduction in 1911, disproving this theory.<ref name="MMorigin">{{cite web|title=The Moxie Boy Mystery|last=Leheney|first=John|archive-url=https://web.archive.org/web/20190118125832/http://www.moxiecongress.org/page9.htm|archive-date=January 18, 2019|url=http://www.moxiecongress.org/page9.htm|website=The Moxie Congress}}</ref> In recent years a historical group, The Moxie Congress, was able to ascertain that the man was likely a model for the lithographers printing these advertisements, and with some confidence it is posited that the "Moxie Boy" was one John T. Chamberlain of [[Revere, Massachusetts]].<ref name="MMorigin"/> In 2010 the Moxie Man logo was removed from labels for a brief period because it was thought to be too old-fashioned. In 2011 the company's head of marketing, Ryan Savage, made the executive decision to bring the logo back in response to complaints from long-standing customers.<ref>{{cite web |url=https://sites.google.com/site/historyofmoxie/ |title=The Removal of The Moxie Man and his Return |work=History of Moxie |access-date=April 16, 2015}}</ref>{{Better source needed|reason=Just some random person's blog, I guess.|date=April 2015}}

A unique advertising tool was the Moxie Horsemobile, a modified automobile whose driver sits on a large model of a horse. The first Horsemobiles were deployed around 1918. A 1935 [[Rolls-Royce Limited|Rolls-Royce]] Moxie Horsemobile was sold for $55,000 at the May 20, 2011, Mecum Auction in [[Indianapolis, Indiana]].  Moxie at one time maintained about two dozen of them, and they appeared in parades and other public functions.