Beer In Ads #1270: Have A Neighborhood Schlitzfest

Saturday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages ten and eleven, with the fifth song, “Come All You Happy People.” The headline is “Have A Neighborhood Schlitzfest, or the Afternoon Schlitzpause.” The couple in lederhosen and a dirndl are apparently handing out cans of Schlitz around the neighborhood, which is supposedly “Schlitzneighborly.” I’m not sure that’s the word I’d use.


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