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CLASSIC
BEER COMMERCIALS FROM THE 50'S & 50'S VOLUME TWO
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| Naragansett Beer,
1963 Stick Up |
BEER STORY (approx
60 min)
THE BUSCH BAVARIAN STORY (1956):
Anheiser-Busch Brewers, makers
of Budweiser and Michelob, decided to go after a new segment
of the beer-drinking population in the 1950's with Busch Bavarian
Beer. This film, intended for viewing by distributors of Busch
Bavarian Beer, tells the story of Busch Bavarian Beer, a brand
built around the association of Bavaria with a rich brewing
tradition. The film parodies the typical beer ads of the era,
including the slogans and selling points, like "bubbling goodness"
and "tangygoodness." Busch Bavarian Beer, by contrast, was pitched
around images of skiing and bobsledding in Bavaria, and posters
and other ads saying "All this--captured in a glass," and a
waltz-like jingle.
The film goes on to tell the marketing story from the point-of-view
of "typical" beer drinker Orville Figby, an ordinary American
with a family, a mortgage, and a taste for beer. Orville is
the story's everyman, whose response to Busch Bavarian Beer
helped push it to No. 2 in the Peoria, IL market. Women are
shown appreciating both the beer and the jingle, and salesmen
are reminded that the beer is now the sponsor for the St. Louis
Cardinals' television and radio broadcasts. Scenes of the baseball
team in action are intercut with an announcer plugging Busch
Bavarian Beer, and we also see the billboard campaign, showing
images of skiers and skaters, hooked around the slogan, "Discover
Bavaria--in a glass."
THE BUSCH BAVARIAN STORY (1956):
Anheiser-Busch Brewers, makers of Budweiser and Michelob, decided to go after a new segment of the beer-drinking population in the 1950's with Busch Bavarian Beer. This film, intended for viewing by distributors of Busch Bavarian Beer, tells the story of Busch Bavarian Beer, a brand built around the association of Bavaria with a rich brewing tradition. The film parodies the typical beer ads of the era, including the slogans and selling points, like "bubbling goodness" and "tangygoodness." Busch Bavarian Beer, by contrast, was pitched around images of skiing and bobsledding in Bavaria, and posters and other ads saying "All this--captured in a glass," and a waltz-like jingle.
The film goes on to tell the marketing story from the point-of-view of "typical" beer drinker Orville Figby, an ordinary American with a family, a mortgage, and a taste for beer. Orville is the story's everyman, whose response to Busch Bavarian Beer helped push it to No. 2 in the Peoria, IL market. Women are shown appreciating both the beer and the jingle, and salesmen are reminded that the beer is now the sponsor for the St. Louis Cardinals' television and radio broadcasts. Scenes of the baseball team in action are intercut with an announcer plugging Busch Bavarian Beer, and we also see the billboard campaign, showing images of skiers and skaters, hooked around the slogan, "Discover Bavaria--in a glass."
THE BUDWEISER
MALT LIQUOR LIMITED (1973):
Get ready for the wildest,
weirdest ride of your life. Former WAGON TRAIN co-star Robert
Fuller walks through a Twilight Zone-like railroad station and
climbs aboard the Budweiser Malt Liquor Limited, a train whose
every car is filled with people enjoying Bud Malt Liquor. Greeted
by actresses who would've made great centerfolds, Fuller tells
of Bud Malt Liquor attracting drinkers who've never had malt liquor
before, and brags about how Bud Malt Liquor now has "a competitive
malt liquor content--very competitive."
He describes malt liquor drinkers as "different from normal beer
drinkers," their lifestyles "alien"--they don't wear crewcuts.
He then turns to a group of college students, mostly giving off
some comic zaniness as they talk about malt liquor being "great
when you just want to do some heavy rapping and sip on something--open
up." A black man in a loud suit and big hat at the next table
cuts in, saying, "Hey, man, maybe you don't drink a bunch, but
I drink a ton of it.
You may call it malt liquor, but it's my beer." Fuller goes on
to describe the "new black market" for malt liquor, and interviews
a group of black men and women who seem highly agitated, talking
about using malt liquor when "you want to get down to it." Then
we see images of young people enjoying malt liquor, and one woman
talking about how she likes it just because of the design of the
can. Fuller even suggests that distributors put a Bud Malt Liquor
representative on college campuses, to help keep supplies ample
and flowing!