1939
IT HAPPENED IN…1939
War in Europe generated a U.S. business boom.
After Germany invaded Poland, Great Britain and France
declared war on Germany, while Belgium and the U.S. remained
neutral.
The Golden Gate International Exposition in San
Francisco and the New York City World’s Fair attracted millions of
visitors who marveled at wonders of the future.
Newly introduced products and inventions included
nylon stockings, air-conditioned cars, DDT pesticide, fluorescent
lights, turbo-jet airplanes, Pocket Books paperbacks, and Lay’s
potato chips.
Approximately 25% of the soft drink industry was
using 12 ounce bottles.
Coca-Cola bottlers used 70 million cardboard six-pack carriers.
Multi-flavor soft drink automatic vending
machines were introduced.
6,155 U.S. soft drink bottling plants were in
operation. Per capita
consumption was 88.6 bottles.
The word Hires extends slightly into the outside
circle on this tin sign.
(Figure 1939-01, tin sign,
12.0” diameter)
The same logo was used for the Finished Fountain Syrup paper label affixed to this clear, one gallon jar.
(Figure 1939-01.5 Finished
Fountain Syrup one gallon jar,
11.0” x 5.0")
(Figure 1939-01.5 Finished
Fountain Syrup one gallon jar lid)
This sign was produced while the Hires R-J logo was
being modified. The paper
neck and body labels on the bottle bear Hires R-J logos with “Hires”
fully inside the circle, while Hires on the sign’s large logo extends
outside the circle. The
bottle and large logo still read “FOR REAL-JUICES” instead of “WITH REAL
ROOT JUICES.”
(Figure 1939-02, embossed tin sign, repaired)
Here's a different and considerably larger version of the previous sign. This one measures 30.0" x 40.0" and has rolled edges.
(Figure 1939-02.3, embossed tin sign)
Here is another large tin sign produced during the
time the Hires R-J logo was undergoing modification. “Hires”
extends outside the circle, while “FOR REAL-JUICES” was used instead of “WITH REAL
ROOT JUICES.”
(Figure 1939-02.5, embossed tin sign, 29.0" x 47.0")
Numerous shipping cases bear mixed versions of Hires
R-J Root Beer logos.
(Figure 1939-03, wooden case with dovetailed corners)
This case was made for Witwer Grocer Company in Cedar Rapids, Iowa:
(Figure 1939-04, wooden case
for two dozen 12 ounce bottles)
Here’s a wooden case correctly marked with the
revised Hires R-J logo.
(Figure 1939-05, wooden case)
This five gallon Hires R-J Root Beer fountain syrup
case has notched handles.
(Figure 1939-06, wooden, five
gallon syrup case, 16.0” x 11.0” x 11.0”)
The end panels of this olive drab, one gallon, Finished Syrup tin include dispensing directions for Hires Root Beer Plain, Black Cow, Ice Cream Soda, Milk Shake, Malted Milk, Sunday, Frappe, and Hot Milk drinks.
(Figure 1939-07, Finished Syrup tin, one
gallon capacity)
Two versions of Hires R-J Root Beer Finished Syrup one gallon tins with white painted surfaces were produced. The top has been removed from this first example that pictures an etched glass full of Hires Root Beer.
(Figure 1939-08, Finished
Syrup tin, one gallon capacity, front)
This second example does not include the etched glass illustration. The front and back are identical.
(Figure 1939-08, Finished
Syrup tin, one gallon capacity, front and back)
(Figure 1939-08, Finished
Syrup tin, one gallon capacity, top)
The clear, one gallon jars used in 1938 (see Figure 1938-21.5) for distributing Hires Concentrate continued to be utilized in 1939, with the foil labels updated with the new logo and slightly different wording. A portion of the bottom of the label on the illustrated jar has been damaged.
(Figure 1939-08.5 gallon
Concentrate jar)
(Figure 1939-09, tin sign with mirror, 11.0” x 3.5”)
This lithographed, double-sided cardboard sign was produced for displaying at Woolworth lunch counters. Both sides are identical.
(Figure 1939-09.5, cardboard sign, 14.0” x 11.0”)
The Selmix Dispenser Corporation of St. Paul, Minnesota produced this counter top syrup dispenser for Hires. Both sides bear identical metal Hires R-J Root Beer With Real Root Juices signs.
(Figure 1939-10, Selmix counter top dispenser)
“Hires” extends outside the circle on the foil labels
affixed to the bottles illustrated on these two posters.
(Figure 1939-11, paper poster,
58.0” x 34.0”)
(Figure 1939-12, cardboard
poster, 16.0” x 25.0”)
(Figure 1939-12.5, cardboard
sign, 16.0” x 11.0”)
(Figure 1939-13, lithographed,
cardboard bottle topper, 4.0” x 6.5”)
The hanger has been trimmed off this cardboard bottle
topper.
(Figure 1939-14, die-cut,
cardboard bottle topper, 3.875” x 3.75”)
“Agreeable” replaced “good” on this bottle topper with a table tennis theme.
(Figure 1939-15, die-cut,
cardboard bottle topper)
(Figure 1939-16, die-cut,
cardboard bottle topper, 10.0” x 12.0”)
The Donaldson Art Sign Company in Covington, Kentucky produced this tin sign for Hires. The background surface has a brushed metal appearance and the edges are rounded. Hires assigned it item number FA-2.
(Figure 1939-16.5, tin sign,
6.0” x 8.5”)
This attractive model’s image was used frequently for Hires signage
during 1939.
(Figure 1939-17, cardboard
poster)
Snyder and Black Lithographers in New York City produced this 34.0" x 57.75" poster.
(Figure 1939-18, cardboard
poster)
This poster was distributed in Quebec, Canada.
The French translates to “It is so good with food.”
(Figure 1939-19, cardboard
poster, 28.0” x 16.0”)
(Figure 1939-20, die-cut,
cardboard sign)
Both of these die-cut, cardboard hangers are 12.0" in diameter:
(Figure 1939-21, die-cut,
cardboard hanger)
(Figure 1939-22, die-cut,
cardboard hanger, courtesy of Mike Godown)
(Figure 1939-23, die-cut,
cardboard hanger, 9.0” x 11.0”, courtesy of Mike Godown)
(Figure 1939-24, die-cut,
cardboard topper, 9.0” x 12.5”)
(Figure 1939-24.5, blank paper
menu sheet, 8.5” x 5.5”)
Here's the same menu sheet when beverages were included with lunch or dinner.
(Figure 1939-24.6, blank paper
menu sheet, 8.5” x 5.5”)
All four sides of this 10.75" tall, 4.0" square, cardboard straw box picture a crown top bottle with foil labels and an inserted straw. Note, however, that each side bears a different Hires slogan. The Maryland Paper Products Co. labeling at the bottom of each side panel is also printed on the top, while the bottom is blank.
(Figure 1939-24.8, cardboard
straw box, front and right sides)
(Figure 1939-24.8, cardboard
straw box, back and left sides)
Philadelphia’s Bingham Company published football booklets for Hires in 1939, 1940, and 1941. The 1939 Football Book includes schedules for U.S. colleges, game opponents and 1938 scores. The advertising copy and illustrations featured a football theme, such as “Hires is ‘varsity’…the insignia R-J (meaning real Root Juices) in the trade-mark enables you to ‘spot’ Hires at any game – assures you ‘tops’ in thirst quenching performance. SO GOOD WITH FOOD…it’s NON-ACID.”
(Figure
1939-25, 1939
Football Book, 42 pages, 3.25” x 5.25”, front
cover)
(Figure
1939-25, 1939
Football Book, 42 pages, 3.25” x 5.25”, back cover)
Although Hires ceased promotion of Household Extract in 1936, they continued to produce and distribute it, including updating the packaging. Just like Hires' signage and shipping cases, Household Extract packaging shows the effects of the continually evolving Hires R-J logo. This example of a Household Extract shipment bears three different R-J logos.
(Figure 1939-26, Household Extract
cardboard shipping carton)
(Figure 1939-26, Household Extract
cardboard display case, lid and front)
(Figure 1939-26, Household Extract
cardboard display case, lid and front)
The dozen Household Extract cartons contained in the display case featured the latest logo with Hires outside the circle and WITH REAL ROOT JUICES wording.
(Figure 1939-26, Household
Extract carton)
A quarter gross (36) individual packages of Hires Household Extract were shipped in cardboard cartons measuring 12.0" wide, 11.6" high, and 6.0" deep.
(Figure 1939-26.5, Household
Extract shipping carton, side and top)
These cartons were made by The Mengel Company, Inc., New Brunswick, New Jersey.
(Figure 1939-26.5, Household
Extract shipping carton, end and top)
The bottom of this carton was marked for shipment to the Willamette Grocery Company in Salem, Oregon. .
(Figure 1939-26.5, Household
Extract shipping carton, bottom)
This hard plastic clock was manufactured by Westclox
in Peru, Illinois.
(Figure 1939-27, electric wall
clock, 7.0” diameter)
(Figure 1939-28, cardboard
bottle hanger, front)
(Figure 1939-28, cardboard
bottle hanger, back)
The hanger illustrated as Figure 1939-28 would have been hung around the neck of one of the bottles contained in this heavy cardboard six-pack carrier that held six 12 ounce bottles. The pictured example has suffered the effects of usage and yellowed with age.
(Figure 1939-29, cardboard
six-pack carrier)
The original eraser and end cap are missing from this circa-1939 mechanical pencil. The front is marked "DRINK HIRES (R-J) ROOT BEER / CLIFFORD R. CLARK. SALES MANAGER," while the back is unmarked.
(Figure 1939-30, mechanical
pencil, front and back)
The Charles E. Hires Company-owned bottling plant in
Houston, Texas opened in October, 1939.