Friday’s ad is for the malt liquor Colt 45, from 1970. This was at the height of the space race, the year following landing on the moon, so turning the can of malt liquor into a rocket was marketing genius. What’s the only thing better than a six-pack of Colt 45? Why two, of course. Very subtle. Associating the kick of a rocket with the kick of increased alcohol? Genius. “Take Off Time” indeed. “All Systems Are ‘Go'” to get drunk.
