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Beer In Ads #43: Budweiser’s Pick A Pair

Friday’s ad is for Budweiser cans from 1963. You have to admire her ‘do and the mod frock, but “Pick a Pair,” suggesting that the “smart way to buy” is to purchase two six-packs implies that the 12-pack had not yet been invented. To me, that’s the odd notion. When did the 12-pack debut as a lasting package? I know breweries experimented with varying package sizes, before the sixer became the standard. I also seem to recall its victory had something to do with weight and ease of carrying. Though despite the obscenely happy face she’s wearing, she seems to be struggling a bit with carrying two six-packs, or at least they’re perched precariously.

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