Made in the 1980s and truly iconic, Ghostbusters managed to create the ultimate symbol of nostalgia. With an upcoming encore, it'd be a challenge to find anybody who hasn't heard of Ghostbusters or can't answer the question: "Who ya gonna call?" However, after Ghostbusters got hot, it unveiled something cool, crafting a concoction that'd take on a bizarre life of its own, even when it seemed the franchise that created it was dead.
Like the Star Wars franchise, much of Ghostbusters' pop-culture identity became defined by its paranormal product placement. Over the years, Ghostbusters has formed collaborations with brands like Krispy Kreme and Hostess, even enlisting the support of McDonald's mascot Ronald McDonald to promote the franchise. However, seemingly mutated from a Hi-C partnership and its Citrus Cooler drink recipe, Ecto Cooler was unleashed upon the world. Ghostbusters mascot Slimer endorsed the green drink, becoming a popular promotional item for Ghostbusters II and the animated series The Real Ghostbusters. With a long shelf-life lasting from 1989 to 2001 and multiple revivals, many wonder when the sweet thirst-quencher will return, especially in the wake of Ghostbusters: Afterlife's revival of the series.
How Ecto-Cooler Outlived Ghostbusters
It's strange to think that among the likes of Ernie Hudson, Harold Ramis, Dan Aykroyd, and Bill Murray, a drink could be just as synonymous with Ghostbusters as the headliners themselves. However, Ecto Cooler has established itself as a star in its own right, a symbol of '80s nostalgia in its tangiest, greenest, and most concentrated form. More than a sugar-infused juice box, Ecto Cooler took off, not only from sweet memories of '80s kids' culture but its iconography within media.
Despite The Real Ghostbusters going off the air in 1991 and with no new entries in the series until 2016, Ecto Cooler temporarily outlived the franchise that created it by over a decade. However, even after Hi-C discontinued the drink and distanced itself from the Ghostbusters franchise, Ecto Cooler continued to live on as an icon of the '80s in various forms of media. Shows like The Goldbergs used the juice to help establish themselves as period pieces, the cast of Loki found themselves sipping on it in a wasteland of time-displaced objects, and even The Bear featured Ecto Cooler as part of the series. Because of Ecto Cooler's longevity across multiple generations and its representation of the '80s, the drink became a symbol for that era, calling to mind memories for the people who grew up with it.
Why Ecto-Cooler Left a Legacy of Longing
After being rebranded as "Shoutin' Orange Tangergreen" in 2001 and later as "Crazy Citrus Cooler," Hi-C retired the flavor in 2007. However, it left behind a legacy of pure nostalgia, as fans attempted to recreate Ghostbusters' Ecto Cooler not only as a beverage or cocktail but also as a scented candle, a beard balm, and even a bread spread. Although Hi-C temporarily re-released Ecto Cooler for the failed 2016 Ghostbusters reboot and to a select few for Ghostbusters: Afterlife, it has mostly been absent from grocery stores. Despite official responses from Hi-C, such as: "...Ecto-Cooler is being held in the ghost containment grid and cannot be accessed without unleashing hundreds of ghosts on the city," its rarity has only fueled more demand and hopes with each new Ghostbusters sequel.
There's a kind of irony that Ecto Cooler's spokesperson was a ghost because, in a way, Ecto Cooler was all about carrying on the spirit of the '80s. While the official return of Ecto Cooler for the upcoming Ghostbusters: Afterlife sequel remains uncertain, its legacy serves as a testament to the fact that the '80s were not just an era but an experience defined by a culture of memorable sights, beloved sounds, and distinct tastes.