Beer In Ads #1018: Refreshingly Different!

Tuesday’s ad is for Schlitz, from 1948. The tagline reads, “Refreshingly Different!” And while it’s certainly different, I’m not quite sure how something can be refreshingly different. But if anything could, I suppose a bear waitress in a green polka-dot apron and ice skating to deliver a Schlitz with two glasses would definitely fit the bill.



  1. Gary Gillman says

    I think they mean, different from other beers which are more bitter. The ad emphasizes that this beer just has a touch (“kiss”) of hoppiness, and it’s probably aroma hopping too. So as early as 1948 but a similar trend is evident in the Rheingold and other big brewery ads, the long slide to blandness has begun. The brewer’s palate has already taken a back seat.


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