Beer In Ads #1250: The Fire Hose


Saturday’s ad is for Rheingold Beer, from 1962, and features Miss Rheingold from that year, Kathy Kersh. In this ad, she’s helping out at the fire station as the boys are cleaning the trucks. She appears to be ducking bursts of water from firemen’s hoses, but she’s wearing a raincoat, so she must have at least been expecting it. In the text it says that two words are “on the tip of everyone’s tongue.” Those two words? “Extra Dry.” Of course, I hear everyone saying that all that time, even today. Um, so then what’s with all the wet water?

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Beer In Ads #1249: Carrying The Canoe


Friday’s ad is for Rheingold Beer, from 1958, and features Miss Rheingold from that year, Madelyn Darrow. In this ad, she’s on a camping, fishing and canoeing trip, though she’s apparently not doing much of the heavy lifting, as a strapping young man is carrying the canoe for her. No wonder she’s smiling. But take a closer look at his expression. No smiles there.

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Beer In Ads #1248: Fireboat Photo-Op


Tuesday’s ad is for Rheingold Beer, from 1958, and features Miss Rheingold from that year, Madelyn Darrow. In this ad, she’s on the bow of a fireboat, at sea, possibly in New York Harbor, as behind her you can make out a shower of water undoubtedly from other fireboats. It suggests that they’re putting on some kind of water show, although I’m not sure why her own boat’s water gun is silent, though at least one writer thinks it was a clever way to sneak sex into the ad with such a phallic image, although in Sex in Advertising: 10 Strangely Sexual Booze Ads from the 1940 – 50s he surprisingly fails to mention what the spray imagery might represent. Any ideas?

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Beer In Ads #1247: Hitting The Target


Tuesday’s ad is for Rheingold Beer, from 1947, and features Miss Rheingold from that year, Michaele Fallon. In this ad, she’s just squeezed off a few rounds of target practice, dressed in a green suit and matching beret that would have made Robin Hood proud. And her shooting wasn’t half bad, either, putting all of her shots in the black center portion of the target.

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Beer In Ads #1245: Fine Cold Rheingold


Monday’s ad is another one for Rheingold Beer, this one from 1961, and features Miss Rheingold from that year, Janet Mick. In this ad, she’s taking a break from bowling, and enjoying a Club sandwich with her mug of Rheingold beer. I love this tagline, used in a few of these ads, “Friendly, fresh’ning, happily dry — that’s fine cold Rheingold.”

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Beer In Ads #1244: Rheingold Golden Bock Is Back


Sunday’s ad is another one for Rheingold Beer, this one from 1962, and features Miss Rheingold from that year, Kathy Kersh. In this ad, she’s steering a small cart of Rheingold’s Golden Bock beer, which is being pulled by a small ram. The ad seems to suggest it’s the second year they made this seasonal beer, which is interesting. I don’t think of the sixties as a time for seasonal beers, but who knows? Maybe more breweries did actually dabble in seasonal beers.

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