Monday’s ad is for Schlitz, from 1958. Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is the cover, and we’ll be exploring their advice over the next week or so. I so love the illustrations.
Sunday’s ad is yet another one for Schlitz, this one from 1964. Wow, just look at that head. But it’s the actual ski lesson that sets the ad apart. “Point tips downhill. Bend knees. Go! Where? Straight to the nearest glass of Schlitz.”
Saturday’s ad is yet another one for Schlitz, this one from 1957. It’s yet another bowling scene, back from when bowling was really popular, asking us to “set up the fun with light refreshment.” Mary or Joan (ca’t tell which) is giving some liquid courage to Dave or Bill (ditto) before his next roll. That’s “leisure’s light refresher,” whatever that means.
Friday’s ad is another one for Schlitz, this one from 1959. It’s a fall scene, but despite all the changing leaves outside that probably need raking, they’re inside and cozy. Instead the man is reading the newspaper while his wife is pouring him a Schlitz. Despite the scene, apparently it ran during National Restaurant Month — which used to be October — the ad copy is encouraging people to “eat out more often.” You’d think it would have made more sense to show people out drinking their beer, wouldn’t you?
Thursday’s ad is another one for Schlitz, this one from 1961. What’s the difference they want you to enjoy? Why it’s “that deep, cool, kiss-of-the-hops flavor,” of course. They want you to “move up to Schlitz.” But what’s with the animals on the wall. An oval frame with a picture of a horse? And then the ugliest painting/drawing of a dachshund on a tray? Given the paneling on the wall, I guess it must be the rec. room or man cave.
Wednesday’s ad is for Schlitz, from 1944. The rugged man, sitting at a glass table with blueprints on it, and with surveying equipment in the background, stares longingly at a poster on the wall. The poster is itself an older ad for Schlitz, during their “Just the Kiss of the Hops” campaign days. How meta.
Tuesday’s ad is for Erlanger, from 1980. Erlanger was part of the Joseph Schlitz stable of brands when this ad ran, but was acquired by Stroh’s two years later. Stroh’s promptly killed the brand shortly thereafter. It’s certainly an interesting looking bottle and glass. Fancy.
Monday’s ad is another one for Schlitz, this time from 1977. In the ad, a stadium beer salesman wearing all white is pouring two bottles of Schlitz into paper cups — remember paper cups?
Sunday’s ad is another one for Schlitz, this time from 1968. In the ad, a man is looking over his shoulder as a woman (waitress, girlfriend, sister, wife?) tops off his glass of beer before it goes empty. Because “When you’re out of Schlitz, you’re out of beer.” And nobody wants that to happen.
Saturday’s ad is for Schlitz, this time from 1959. It originally ran in Ebony magazine, showing a handsome looking couple behind what’s either an incredibly beautiful sunset or a fake backdrop, I can’t quite tell which.
