1898
IT HAPPENED IN…1898
The battleship
Maine sailed to Havana,
Cuba to protect U.S. interests during the revolution, but an
explosion sunk the Maine
killing 260 American crew members and the public was outraged.
“Remember the Maine”
became the rallying cry, and the Spanish-American War began.
A federal excise tax on “bottled mineral waters, ginger ale,
etc.” (1¢ per bottle on pints or less, 2¢ per bottle on larger
sizes) was proposed but not enacted.
Amusement parks provided considerable
entertainment and were often situated on the outskirts of cities.
Traction companies built them to create trolley car line
traffic.
Caleb D. Bradham began to market “Pepsi-Cola,” a
name derived from the words “dyspepsia” (meaning “indigestion”) and
the “kola” nuts in the formula.
Hires’ 1898 marketing program started with the
distribution of large, double-sided flyers containing several special
offers. The flyers were
printed on extremely thin paper with considerable bleed thru.
They are presented here as four separate images.
(Figure
1898-01, double-sided flyer, front, top half)
(Figure 1898-01, double-sided
flyer, front, bottom half)
(Figure 1898-01, double-sided
flyer, back, top half)
(Figure 1898-01, double-sided
flyer, back, bottom half)
Hires Cologne retailed for 10¢ in triangular-shaped, hand-blown bottles. The front side was curved for the application of a paper label. The label on this example is identical with the label illustrated in the aforementioned special offers flyer. The remaining two sides of the bottle were flat with one panel embossed “Hires Cologne.”
(Figure 1898-02, Hires Cologne
bottle, front and embossed side, 5.0” tall)
This hand blown, aqua, crown top bottle is 9.5” tall. The upper paper label features the Hires Boy hoisting a glass and reads “HIRES STANDS FOR PURITY – KEEP IN A COOL PLACE – DO NOT PUT ICE IN GLASS.” The paper body label reads “Hires Ginger Ale – ABSOLUTELY PURE FROM THE FINEST GINGER ROOT – AN ENTIRELY NEW PROCESS – FREE FROM ALCOHOL – Makers of Hires Celebrated Root Beer – MANUFACTURED BY THE CHARLES E. HIRES COMPANY, PHILADELPHIA, PA.” The back of the bottle is embossed Hires CARBONATED BEVERAGES in large letters.
(Figure 1898-03, Hires crown top bottle, front and back, 9.5” tall)
The notice at the bottom of this newspaper advertisement reminded Hires dealers to send for a "Business Bringers...cut-out in 10 colors" by June 1, 1898.
(Figure 1898-03.2, newspaper advertisement, May 28, 1898, 5.0” x 5.0")
The eye-catching canteen illustration featured in this advertisement tied in directly with the Spanish-American War which lasted from April 21 until August 13, 1898.
(Figure 1898-03.4, newspaper advertisement, 5.0" x 5.0")
%20-%20The%20Times-Picayune,%20New%20Orleans,%20Louisiana,%20June%2025,%201898.jpg)
(Note: The fine print below the bottle image reads: "This is the only form in which the genuine HIRES Rootbeer Carbonated is bottled. All other forms are spurious."
(Figure 1898-03.5, The Times-Picayune, New Orleans, Louisiana, June 25, 1898)
The J. L. Ketterlinus Printing Company of Philadelphia, Pennsylvania produced this 12 page Merry Rhymes for Thirsty Times booklet for Hires in late 1898.
(Figure 1898-04,
Merry Rhymes for Thirsty
Times booklet, 12 pages)
"Hires to our new Colonies” printed on the back cover of the
Merry Rhymes for Thirsty Times booklet is a reference to the Treaty
of Paris, the Spanish-American War peace settlement that saw Spain cede the
Philippines, Puerto Rico, and Guam to the United States.
The "Hires TO OUR NEW COLONIES" phrase was also utilized with a paper stamp picturing the Hires Boy toasting the new colonies with a glass of Hires Root Beer. This stamp was produced by Hires for advertising purposes.
(Figure 1898-05, Hires paper stamp)
A "Hires TO OUR NEW COLONIES" stamp was used to seal this foldable mailer.
(Figure 1898-06, cardboard mailer, 10.375" x 10.0" unfolded)