Saturday’s ad is for Grolsch, from 1951. Ik Drink Bier, or “I Drink Beer,” is a pretty simple slogan, but apparently if you drink eleven glasses of beer you can lift a pink elephant by its trunk, which is pretty impressive, and a rather bold claim. The ad was done by famous illustrator Ib Antoni, a Danish artist. It’s actually based on a previous poster he’d done where the kid only had three mugs of beer with the letter “M” on them, so it appears he adapted it for Grolsch. Across the bottom was also an addition for the ad: “Bier moet. Bier doet je goed.” Which Google translate tells me is “Beer should. Beer is good for you,” but I feel like “should” is probably not right and there’s some idiomatic use I’m missing.
Thne original was Joris Driepinter (Joris Three pints), a character featuring in milk promotion:”Three pint of milk a day, a must” or something alike. And the pint with “M” would represent glasses of milk (not necessarily pints, since a pint is not a measure in the Netherlands, more “a” glass).
And the final message in the original ad was “Melk moet. Melk doet je goed” – Milk is a necessity – milk is good for you”. Obviously the “Bier met – Bier doet je goed” says the same about beer.