In the summer of 1979, I started seeing commercials for a new soft drink called Rondo that strongly appealed to my adolescent male self. In the commercial, we'd see guys engaging in extreme sports or other vigorous activity as a macho-sounding voiceover said, "This man is working up a Rondo Thirst. And when he gets done, he's doesn't want a soda that he has to sip. He's gonna want a Rondo!"
Next we'd see one of the dudes swigging one down from an aluminum can, with sweat dripping off his face and droplets of soda-pop coming off the side of his mouth, while the voiceover continued, "Rondo is lightly carbonated so you can slam it down fast! Rondo has a clean citrus taste that's never sticky!" Finally, the dude in the commercial would crush the aluminum can he just slammed down in his fist and the voiceover said, "Rondo! The thirst crusher!" The label even looked like a beer can with the word "premium" and the slogan "blended from fine essences."
The commercial inspired lots of young guys like myself to drink Rondo, and even challenge our friends to Rondo-slamming contests, where we'd see who could slam one down the fastest, with the winner being determined by who would crush the emptied can first in his bare hand, just like in the commercial. (Try impressing the girls with THAT. "Hey babe, I'm a champion Rondo slammer!") In my area, Rondo was also available in 16 oz. returnable glass bottles, which would be a lot more difficult (not to mention dangerous) to crush in your bare hand.
Rondo, marketed by Cadbury-Schweppes, originated in Australia as a soft drink called Solo, with a nearly identical label and commercials (with an Aussie-accented macho voiceover). The name was changed to Rondo in the U.S. because at the time, there was a brand of dog food called Solo. A Cadbury-Schweppes spokesman said in a July 1979 article for the Washington Post-LA Times wire service, "The word Rondo really has no meaning. It's just a computer name...but it sounds familiar and macho, doesn't it?"
The product was test marketed in 1977 and 1978, rolled out nationally in 1979 and was "aimed at the 14-to-25-year-old active male segment because they are the single biggest consumers of soft drinks. And these heavy users are seeking a thirst-quenching, lower carbonated drink with less sugar," according to an industry spokesman in the Post-Times article. In 1980, sugar-free Rondo was introduced with a softer ad campaign.
By about 1981, the marketers decided those Rondo commercials were a little too macho, that they were actively turning off female consumers (who do most of the grocery buying). New commercials featured people relaxing in various outdoor settings while an adult contemporary-style jingle sang, "Sippin' a Rondo is laid-back and easy." (I can tell you, those commercials actively turned ME off. I didn't want something to sip, I wanted something to slam down fast! Whiskey is for sippin'.)
Sales plummeted further, and the macho dude commercials made a brief comeback, but by 1984, Rondo was no longer available, at least in my area.
