At the Moxie Parade, Maine’s Oldest Campaign Tradition Was on Full Display

LISBON, Maine — In an era dominated by television ads, social media videos, and digital fundraising, one of the oldest forms of political campaigning is still alive and well in Maine: walking a parade route and shaking hands with voters.

That tradition was on full display Saturday as thousands of people packed the streets of Lisbon Falls for the annual Moxie Festival Parade, one of Maine’s largest and most recognizable summer celebrations.

Among the political leaders and candidates greeting spectators were U.S. Senator Susan Collins (R) , former Governor Paul LePage (R), who is currently running for Congress, Republican congressional nominee Bobby Charles, and Democratic gubernatorial nominee Hannah Pingree. Together, they joined local elected officials, community leaders, civic organizations, and countless volunteers in one of Maine’s longest-running summer traditions.

For generations, politicians have understood the value of events like the Moxie Parade. Long before campaign commercials, podcasts, and social media, candidates built their campaigns by attending county fairs, bean suppers, Fourth of July celebrations, and hometown parades. They met voters one handshake at a time, answered questions on the sidewalk, and introduced themselves to people who may never attend a formal campaign event.

That retail style of politics remains especially important in Maine, where voters have long expected candidates to be visible in their communities rather than simply appearing on television screens.

The Moxie Festival itself has become one of the state’s signature summer traditions. Established in the early 1980s to celebrate the legendary Moxie soft drink, the three-day festival has grown into one of Maine’s largest annual community events. Centered in Lisbon, the festival features live entertainment, food vendors, road races, contests, family activities, and what is widely regarded as Maine’s longest parade.

The drink being celebrated is just as iconic. First created in the late 19th century, Moxie has become woven into Maine’s cultural identity. Its unmistakable bittersweet flavor has made it one of the state’s most recognizable brands. Mainers often joke that you either love Moxie or you hate it, but nearly everyone agrees they love the parade that celebrates it.

For decades, the Moxie Parade has also become a regular stop on the campaign trail. Governors, members of Congress, U.S. senators, legislative candidates, county commissioners, sheriffs, district attorneys, and local officeholders from both political parties have routinely marched the route. It is one of those rare events where candidates can meet thousands of voters in a single morning, often stopping for impromptu conversations, photographs, and countless handshakes.

Unlike carefully scripted campaign events, a parade offers candidates direct access to voters in an informal setting. Families line the streets, children collect candy, local organizations showcase their communities, and elected officials walk alongside civic groups and marching bands. It is grassroots campaigning in its purest form—a tradition that has changed remarkably little over the past century.

That is why the absence of some candidates was noticeable.

With Democratic U.S. Senate candidate Graham Platner dropping out of the race on Friday afternoon, it was a big missed opportunity for candidates that did not appear to participate in Saturday’s parade. While campaigns make strategic decisions about where candidates spend their time, passing on one of Maine’s largest community events could prove to be a mistake

For candidates seeking statewide office, events like the Moxie Festival provide something that campaign advertisements cannot: genuine, unscripted interactions with thousands of Maine voters. In a state where retail politics still matters, those conversations can carry significant weight.

Saturday’s parade ultimately served as a reminder that while campaigns continue to evolve with technology, some traditions endure. Candidates still walk Main Street. Voters still judge them face-to-face. And in Maine, community parades remain one of the most effective and enduring forms of grassroots campaigning.

Whether people came to celebrate Maine’s legendary soft drink, enjoy the marching bands, catch candy for their children, or simply spend a summer day with neighbors, the Moxie Festival once again demonstrated why it has become one of the state’s most beloved traditions.

You may love Moxie. You may hate it. But when the parade rolls through Lisbon, nearly everyone comes together to celebrate a uniquely Maine tradition.