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You are here: Home / Art & Beer / Beer In Ads #2341: Morale, I Can Just See The Trout Rising

Beer In Ads #2341: Morale, I Can Just See The Trout Rising

July 18, 2017 By Jay Brooks


Tuesday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a U.S. Marine is writing a letter home, reminiscing about little things, like fishing in Seward’s Creek, along with rowboats, baseball, and strawberries. Oh, and “the right to enjoy a refreshing glass of beer.”

Brewing Industry Foundation - USA - 1940

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History



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