Monday’s ad is another one for Schlitz, from 1936. “Schlitz, the beer with Sunshine Vitamin-D,” which is where the “Health with Enjoyment” line comes from. Apparently, “Sunshine Vitamin-D” gave people “that feeling of radiant health,” along with “that sense of bracing invigoration and fresh vitality.” That sounds impressive, doesn’t it. But it gets better. The ad continues. “It gives you the cooling tang that soothes heat-frayed nerves and awakens jaded spirits.” But the conclusion is certainly one that would never fly today. “Beer is good for you — but Schlitz, the beer with Sunshine Vitamin D, extra good for you. Drink it daily — for health with enjoyment.”
Sunday’s ad is also for Schlitz, from 1942. So when, exactly, is it that “The world looks brighter?” Why, it’s when you discover “that famous flavor found only in Schlitz.” The other big news in the ad, buried at the bottom is the fact that they just debuted a new quart-size bottle, which they call a “guest bottle.” I wonder why they’d call the larger package a “guest bottle.”
Saturday’s ad is another one for Schlitz, from 1952. It’s an interesting ad, focusing on “the little ‘extras’ that make Schlitz the best-liked beer in history.” They mention three “extra’s,” the “purity born of choice ingredients,” “delicacy of flavor,” and “that extra smoothness.” The artwork was done by Thomas Vroman, who’s more well-known for children’s books. I especially love the woman lying on the beach, with part of her visible through the glass of beer. That’s a cool effect, the way it’s drawn.
Friday’s ad is still another one for Schlitz, from 1956. This is another backyard barbecue-themed ad, like yesterday’s, but in this one at least the attendees are dressed slightly more casually. The art is by Tom Hall, another popular illustrator of the day. What is in that bowl next to the man in the foreground, on the table with two bottles of Schlitz? Are those brown potato chips, or something else?
Thursday’s ad is yet another one for Schlitz, from 1954. You see the main figure from the ad — the King of the grill — appropriated and used in other posters, but this is where it originally appeared. The illustration was by another well-known artist of the day, Tran Mawicke. Don’t you miss dressing up for backyard barbecues? Oh, wait, that never happened, at least not in my lifetime. Also, take a closer look at the salt and pepper shakers hiding behind the Schlitz logo — those are awesome.
Wednesday’s ad is another one for Schlitz, from 1956. The beautiful illustration is by Haddon Sundblom, who’s most famous for his depiction of Santa Claus for Coca-Cola, which pretty much set the standard for how we think of him today, in red and white, not coincidentally Coke’s colors, too. In this ad, a young couple looks like they’re having a romantic lunch date, holding hands as the order. But while the young woman is staring longingly at her date, he’s eying the beer that;s just arrived at the table. There’s only one beer on the tray, so presumably it’s for him. I predict this relationship will fail, if she won’t join him for a beer.
Tuesday’s ad is for Schlitz, from 1953. “‘Round the clock and ’round the calendar — day in and day out — Schlitz quality is assured by hundreds of special, rigid safeguards.” I understand how brewing works, so what exactly might be these “hundreds of special, rigid safeguards?” As a later series of Schlitz ads wondered, “I was curious.” And I especially love this description of the beer. “The light, dry and winsome flavor of Schlitz sparkles.” I don’t drink nearly enough winsome beers anymore.
Monday’s ad is for City Club Beer, a brand made by Schmidt’s, from 1951. It’s a beautiful illustration, by Howard Scott, a prominent American illustrator from the 1930s on. I’m not quite sure what “mellow-dry” is, but it sure seems to put a smile on these two men. I think they’ve been out working in the garden, so probably any cold beer would taste pretty good, mellow-dry or not.
Sunday’s ad is another one for Ballantine Ale, this time from 1947. It’s another great illustration, but the disembodied arms holding the beer seem just a little bit creepy to me. But for one of the few times (maybe the only time) I can recall, both the bottle and the glass are half-full, which is nice to see for a change. Also, the way the Borromean rings of the Ballantine logo are shown, with the beaded bubbles slightly larger, it reminded me of the way a bicycle chain looks, as if the three rings were made out of a bicycle chain, which would be kind of interesting.