1901
IT HAPPENED IN…1901
The Pan-American Exposition, a world’s fair held
in Buffalo, New York, drew almost eight million attendees.
Technology displays included a 400’ electric tower, and a
baby incubator building.
While attending the fair, President William McKinley was
shot. When he died
eight days later, Theodore Roosevelt became the youngest U.S.
President in American history at age 42.
The Spindletop gusher in Texas launched one of
the richest oil fields in history.
Cadillac Motor Company was founded, and Ransom
Olds created the first assembly line for the production of
Oldsmobiles, the first mass-produced, gasoline-powered vehicles.
Later in the year the Oldsmobile plant in Detroit, Michigan
was destroyed by fire.
New York became the first state to require
automobile license plates.
They cost $1.00.
Electric street cars and interurban lines
continued to expand.
The National Bureau of Standards was established
to make weights and measures of consumer products more consistent.
Women prohibitionists destroyed twelve Kansas
saloons.
Guglielmo Marconi received the first
trans-Atlantic wireless message from England.
The Victor Talking Machine Company acquired
American rights to the painting of the dog Nipper listening to a
phonograph with the caption “His Master’s Voice.”
King Camp Gillette announced plans to market a
disposable razor.
Lionel trains were introduced.
The Coca-Cola Company’s advertising budget for
the year reached $100,000.
Hires’ 1901 marketing plan was termed “A Big Push on
Hires.” Special offers were
announced to dealers via a die-cut, double-sided, tri-fold mailer.
When folded for mailing, it looked like a Hires’ Improved Root
Beer package and was prevented from opening by a stamp bearing an image
of the Hires Boy and the message “HIRES TO OUR NEW COLONIES PEACE
PROSPERITY FRATERNAL FRIENDSHIP.”
The mention of “OUR NEW COLONIES” was a reference to the United
States’ acquisitions as a result of winning the Spanish-American War.
(Figure 1901-01, “A Big Push
on Hires” mailer, front)
(Figure 1901-01, “A Big Push
on Hires” mailer, back)
Hires 1901 marketing plan mentioned “Jingle Jokes for Little Folks – beautifully illustrated in colors” booklets would be distributed by the “millions,” and that is not an exaggeration given how many have survived. These booklets were produced by H. A. Thomas & Wylie Lithographing Company in New York City, and then printed and copyrighted by the Charles E. Hires Company.
(Figure
1901-02, Jingle
Jokes for Little Folks, front cover, pages 1-10,
back cover)
Magazine advertisement formats were adjusted to fit available page space, such as these two otherwise identical examples:
(Figure
1901-03,
McClure’s Magazine, April 1901)
(Figure
1901-03.5, magazine advertisement)
Note the closure for the bottle illustrated in this next advertisement was a crown cap.
(Figure
1901-04, Century,
Outing,
and The Junior
Munsey magazines May 1901)
The increased usage of crown cap bottle closures led to the introduction of numerous types of "cap lifters." Many lifters included advertising copy, such as this well-used example promoting both Hires Root Beer and the Carolina Carbonating Company in Charleston, South Carolina. On February 19, 1901 Augustus W. Stephens was granted patent number 34,096 for the design of this lifter. It was 3.0" long and double punched for the attachment of a key chain.
(Figure
1901-04.5, cap lifter, front)
(Figure
1901-04.5, cap lifter, back)
The “Big Push on Hires” continued via special offers to dealers such as this mailing:
(Figure 1901-05, “Big Push on
Hires” envelope, front)
(Figure 1901-05, “Big Push on
Hires” envelope, back)
This large “Between The Last Snow and the First Rose”
flyer promoted Hires Rootbeer “For Your Blood.”
In addition to testimonials “from every State in the Union,
praising it for its health-restoring virtues,” the copy specifies:
Hires Rootbeer contains more sarsaparilla than many
blood purifiers sold and medicinal preparations.
It contains other roots, herbs and barks that have been used for
centuries for their tonic and curative effects upon the blood and
kidneys.
Hires Rootbeer is not only the most famous temperance
beverage because of its delicious flavor, thirst-quenching qualities and
cooling value, but it is also a health-renewing draught that relives
dyspepsia, quiets the nerves, purifies the blood, benefits the kidney
and cures insomnia.
Hires Rootbeer should be used in every household,
between the last snow and the first rose, especially to avoid spring
lassitude, bring roses to the cheeks of children, and give the vigor of
perfect health during the enervating days of spring and early summer.
The company’s address was listed as both Malvern, Pennsylvania, and 203 North Third Street, St. Louis, Missouri.
(Figure 1901-06, “Between The
Last Snow and the First Rose” flyer)
(Figure
1901-07,
McClure’s Magazine and
Review of Reviews,
June 1901)
“The Owl, the Parrot, and the big round Moon” booklet
featured verses designed to entertain children and convince their
parents to treat them to Hires Root Beer.
(Figure
1901-08, The
Owl, the Parrot, and the big round Moon booklet)
Here is another example of an advertisement revised slightly for a later edition of the same periodical.
(Figure
1901-09,
Saturday Evening Post, June 8, 1901, and
Ladies’ Home Journal,
July 1, 1901)
(Figure
1901-10,
Saturday Evening Post, revised and enlarged to
11.0” x 14.0”)
Continuing to expand use of the owl and parrot images, Hires produced this pocket mirror, a metal serving tray, and a very rare counter display paper mache’ owl.
(Figure 1901-11, pocket mirror)
(Figure 1901-12, metal serving tray)
(Figure 1901-13, counter
display paper mache’ owl, 15.0” x 12.0”)
The bottles drawn for this advertisement are corked
and tied off with string.
(Figure 1901-14, The Youth’s Companion, July 4, 1901
These two versions of the same advertisement include contact information for the Chicago and New York markets. Note the facial features on the iceberg.
(Figure 1901-14.3, Chicago Tribune, July 3, 1901
(Figure 1901-14.5, New York Tribune, July 6, 1901
The base of this aqua, blob top bottle is embossed
Hires Root Beer Philadelphia.
A Hires Patent Stopper served as a closure.
(Figure 1901-15, embossed, blob top bottle,
9.5” tall)
The
image of the mother and two children used for the back cover of the
Jingle Jokes for Little Folks
booklet was reused for a 4.875" x 3.875" “Making Hires Rootbeer at Home”
trade card produced by the American Lithographic Company of New York
City and copyrighted in 1901 by Hires.
The back of the illustrated card is missing text at the left
center.
(Figure 1901-16, “Making Hires
Rootbeer at Home” trade card, front)
(Figure 1901-16, “Making Hires
Rootbeer at Home” trade card, back)