Hires To You headerThe Illustrated History of Hires Root Beer

1924 

IT HAPPENED IN…1924

Ford Motor Company manufactured their tenth millionth vehicle.  Model T prices dropped to $290 without a self-starter, their lowest price ever.

Calvin Coolidge was reelected President of the U.S., defeating John W. Davis of West Virginia, and U.S. Senator Robert M. LaFollette Sr. of Wisconsin.

Nellie Tayloe Ross of Wyoming was elected the first woman U.S. governor.

J. Edgar Hoover was appointed head of the Federal Bureau of Investigation.

A coal mine explosion killed 171 at Castle Gate, Utah.

The Indian Citizenship Act of 1924 granted citizenship to all Natives born within the territorial limits of the United States.

Home radio ownership exploded to over 2,500,000 sets, up from 5,000 receivers in 1920.

Americans’ enthusiasm for sports made college football a leading interest.

Upbeat light operas were a popular form of entertainment

The 500th J. C. Penney store opened in Hamilton, Missouri, Mr. Penny’s hometown.

International Business Machines (IBM) was founded.

The first Macy’s Thanksgiving Day parade was held in New York City.

Only 30% of Americans baked bread at home, down from 70% in 1910.

The “Little Orphan Annie” comic strip debuted in the New York Daily News.

Newly introduced products and inventions included chemical pesticides, diesel electric locomotives, ice cream cone rolling machines, and Celluwipes disposable handkerchiefs (later renamed Kleenex).

The 10% wartime federal taxes on soft drinks were repealed.

The Chero Cola Company introduced Nehi soft drinks and re-organized as the Nehi Corporation. The Dr Pepper Company was organized in Dallas, Texas.  Newly introduced soft drink franchises included Nesbitt’s Orange.

This trade card illustration was drawn by Frances Tipton Hunter, a popular artist whose work was featured on numerous magazine covers.  Her style was similar to that of Norman Rockwell. 

(Figure 1924-01, trade card, front, 3.5” x 5.0”)

(Figure 1924-01, trade card, back, 3.5” x 5.0”)

The Hires Magic Rubbing Book provided children an opportunity to rub a coin or other object across the page in order to reveal hidden messages and images.  The booklet's illustrations were also drawn by Frances Tipton Hunter.  

(Figure 1924-02, Hires Magic Rubbing Book, front cover)

(Figure 1924-02, Hires Magic Rubbing Book, sample page)

(Figure 1924-02, Hires Magic Rubbing Book, back cover)

This reverse-on-glass hanger features gold letters on a black background, surrounded by the original hanging chain.

(Figure 1924-03, reverse-on-glass hanger, 3.0” x 6.0”)

These three advertisements ran in the San Francisco Chronicle just prior to the Fourth of July, 1924.

(Figure 1924-04, San Francisco Chronicle)

(Figure 1924-05, San Francisco Chronicle)

(Figure 1924-06, San Francisco Chronicle)

A reformatted version of the “You can make this wonderful drink at home” advertisement ran in Saturday Evening Post magazine in June 1924, and again July 17, 1924 in the Times-Picayune newspaper in New Orleans, Louisiana.  This was a milestone event, marking Hires’ last use of the Hires Boy’s image for advertising purposes.   

The full-color image captured for this 3.5" x 5.5" linen postcard was taken in the midway area of the Cambria County Fair held at Ebensburg, Pennsylvania September 1, 1924.  The Model T truck in the foreground has been modified to look like a giant Hires Root Beer barrel with “Drink Hires It Is Pure” painted on the side.  Wooden cases containing bottles are stacked next to the truck, and employees were serving Hires Root Beer to fairgoers from under the large red umbrella behind the truck.  Note the “Phrenologist” tent directly behind the Hires truck.

(Figure 1924-07, postcard, Cambria County Fair, Ebensburg, Pennsylvania)

The Charles E. Hires Company increased the Board of Directors to nine members effective November 16, 1924.