Jay R. Brooks on Beer
Tuesday’s ad is for Erlanger, from 1980. Erlanger was part of the Joseph Schlitz stable of brands when this ad ran, but was acquired by Stroh’s two years later. Stroh’s promptly killed the brand shortly thereafter. It’s certainly an interesting looking bottle and glass. Fancy.
Monday’s ad is another one for Schlitz, this time from 1977. In the ad, a stadium beer salesman wearing all white is pouring two bottles of Schlitz into paper cups — remember paper cups?
Sunday’s ad is another one for Schlitz, this time from 1968. In the ad, a man is looking over his shoulder as a woman (waitress, girlfriend, sister, wife?) tops off his glass of beer before it goes empty. Because “When you’re out of Schlitz, you’re out of beer.” And nobody wants that to happen.
Saturday’s ad is for Schlitz, this time from 1959. It originally ran in Ebony magazine, showing a handsome looking couple behind what’s either an incredibly beautiful sunset or a fake backdrop, I can’t quite tell which.
Friday’s ad is another one for Schlitz, this time from 1951. Want to get your man off the couch watching the baseball game? Ply him off the Lazyboy by waving a bottle of beer at him. “When there’s Schlitz in the picture, even a domestic chore becomes an attractive proposition.” So at least there’s nothing sexist about this ad.
Thursday’s ad is for Schlitz, from 1957. Given we’re in the middle of the all-star break, I figured a “7th Inning Schlitzerstretch” might be in order. It’s subtitled “How Cheering Raises A Schlitzthirst.” I confess I love the Schlitzerland ad campaign, especially the illustrations. “Be a Schlitzer.” Wouldn’t you like to be a Schlitzer, too?
Wednesday’s ad is for Knickerbocker Beer, from 1952. It’s hard to believe that even in 1952 you could advertise a beer with guy that looked like such a dandy. Not to mention the beer was “Extra light … frosty-dry … less ‘filling,’ too!” What exactly is “frosty-dry?”
Tuesday’s ad is for Stroh’s, from 1971. Showing a returnable case of bottles of Stroh’s Bohemian Style Beer, the ad is pretty simple. I’m not exactly sure what they mean by “Our take-home pack for real beer lovers,” unless only true beer lover would buy beer by the case.
Monday’s ad is for Rheingold Beer, from 1952, and features Miss Rheingold from that year, Anne Hogan. In this ad, she’s got a rake over her shoulder while wearing fall colors. Though there’s a leaf stuck to the rake and full wire basket of leaves in the background to the left, she looks too neat and unwrinkled to have done a lick of work. Apart from “here, hold this rake,” of course.
Sunday’s ad is for Rheingold Beer, from 1963, and features Miss Rheingold from that year, Loretta Rissell. In this ad, she’s dancing aboard the S.S. Lurline wearing a strapless green dress. Her partner is either a Naval officer or someone dressed in all white wearing an apron, I can’t quite tell which it is.
