OXO Guard
 
The OXO Guard character was one of OXO's most famous characters used for various creative resources, such as billboards and colouring books.
 
The OXO Guard was often seen alongside the words: "I'M A LIFE GUARD - LIKE OXO."
 
 OXO was a common ingredient in many dishes, such as stews, soups, pies, and puddings during World War I and World War II. OXO was also a nourishing and patriotic drink, especially among the British troops, who often added it to their tea or coffee. OXO was also a slang term for a kiss, as in "Give us an OXO, darling".
 
OXO sponsored a radio show called “OXO on the Home Front,” which aired on the BBC from 1940 to 1944 for the listeners who had to cope with the challenges of wartime life. 
 
OXO donated millions of stock cubes to the British armed forces, civilians, and various organisations, such as the Red Cross and the Women’s Voluntary Service.
 
A postcard from 1915 shows a soldier holding a cup of OXO and saying, “It’s an OXO day.” OXO postcards served as souvenirs, which were used as a means of quick and sentimental communication during the war.