Chapter Directory

1946

IT HAPPENED IN…1946

Taking advantage of the GI Bill, record numbers of WWII veterans inundated colleges.

Americans had a pent up desire to spend money after years of having nothing to purchase. The government worked to convince people the economic emergency wasn’t over, inflation threatened, and returning to peacetime habits should be done cautiously.

Wage and price controls ended except for rent, sugar, and rice.

Labor unions sought higher pay by igniting strikes involving millions of workers. President Truman seized control of the country’s railroads, delaying a threatened strike by rail employees.

Ranch style houses became popular and one-story and split-level homes soon flourished.

By late in the year Americans were facing spiraling inflation, a serious housing shortage, major labor disputes, and Soviet expansionism.

Dr. Benjamin Spock’s Common Sense Book of Baby and Child Care was published.

Weight Watchers was formed.

The Central Intelligence Group (renamed Central Intelligence Agency in 1947) was formed.

The first U.S. built rocket to leave the earth’s atmosphere reached a height of 50 miles. The U.S. Army planned to use German V-2 rockets to test radar as an atomic rocket defense system.

The movie It’s A Wonderful Life, starring James Stewart and Donna Reed, premiered.

Chevrolet was the first automobile company to advertise via network television.

Newly introduced products and inventions included drive-up banking service, mobile telephones, passenger helicopters, Estee Lauder cosmetics, bikini swimsuits, Tide detergent, Timex watches, disposable diapers, and ENIAC, the first digital computer.

Soft drink price controls were revoked October 23, 1946.

The Pepsi-Cola Bottlers Association was organized.

Over 1,000 new soft drink bottling plants opened during 1946-1948.

5,834 U.S. soft drink bottling plants were in operation. Per capita consumption was 132.3 bottles.

Hires kicked off the new year with this simple, full-page advertisement.

(Figure 1946-01, American Carbonator and Bottler, January 1946)

Hires rented a bottling plant in Milwaukee, Wisconsin February 18, 1946. The same day the company-owned plant on 24^th Street in Philadelphia was closed and a new plant opened on Delancey Street.

(Figure 1946-02, reverse-on-glass sign with gold foil background, 12.0” x 16.0”)

Early in 1946 an informative booklet entitled Hires and You was distributed to new and existing company employees. This 32 page publication included an overview of Hires' historical development and growth, detailed information concerning personnel policies, and an explanation of how the company was organized and each department's functions. Unfortunately, "The Story of Your Company" material was apparently authored by a creative Advertising Department copywriter who chose to repeat several myths rather than presenting factual information about the company's historical development. Although it was tempting to omit this section from the illustrated pages that follow, it is included as yet another example of how the company's publications directly contributed to the confusion about Hires historical development. The remainder of the booklet's contents provide an interesting look at how the company was organized and functioning immediately following World War II. (Note: the handwritten annotations in blue ink were added by C. Edgar Hires when he gifted this booklet to Steve Sourapas.)

(Figure 1946-03, Hires and You, front cover)

(Figure 1946-03, Hires and You, page 1)

(Figure 1946-03, Hires and You, page 2)

(Figure 1946-03, Hires and You, page 3)

(Figure 1946-03, Hires and You, page 4)

(Figure 1946-03, Hires and You, page 5)

(Figure 1946-03, Hires and You, page 6)

(Figure 1946-03, Hires and You, page 7)

(Figure 1946-03, Hires and You, page 8)

(Figure 1946-03, Hires and You, page 9)

(Figure 1946-03, Hires and You, page 10)

(Figure 1946-03, Hires and You, page 11)

(Figure 1946-03, Hires and You, page 12)

(Figure 1946-03, Hires and You, page 13)

(Figure 1946-03, Hires and You, page 14)

(Figure 1946-03, Hires and You, page 15)

(Figure 1946-03, Hires and You, page 16)

(Figure 1946-03, Hires and You, page 17)

(Figure 1946-03, Hires and You, page 18)

(Figure 1946-03, Hires and You, page 19)

(Figure 1946-03, Hires and You, page 20)

(Figure 1946-03, Hires and You, page 21)

(Figure 1946-03, Hires and You, page 22)

(Figure 1946-03, Hires and You, page 23)

(Figure 1946-03, Hires and You, page 24)

(Figure 1946-03, Hires and You, page 25)

(Figure 1946-03, Hires and You, page 26)

(Figure 1946-03, Hires and You, page 27)

(Figure 1946-03, Hires and You, page 28)

(Figure 1946-03, Hires and You, page 29)

(Figure 1946-03, Hires and You, page 30)

(Figure 1946-03, Hires and You, page 31)

(Figure 1946-03, Hires and You, page 32)

The company-owned bottling plant in Providence, Rhode Island opened in April, 1946.

(Figure 1946-03.5, blank paper menu sheet, 8.5" x 5.5")

In the spring of 1946 Hires introduced “Hires To You,” the company’s initial post-World War II marketing campaign. All Hires advertising items for the remainder of the year included the “Hires To You” slogan.

The following illustration was prepared by Edgar Franklin Wittmack, an artist whose artwork appeared on numerous magazine covers during the 1920s and 1930s. Wittmack was well known for the covers he drew for Popular Science magazine.

(Figure 1946-04, Life, April 22, 1946)

The illustration for this advertisement was drawn by Philip Lyford, an artist who prepared the artwork for numerous Hires advertisements over the years.

(Figure 1946-05, Life, May 20, 1946)

This illustration was also drawn by Philip Lyford.

(Figure 1946-06, magazine advertisement)

Another advertisement in the same series, probably drawn by Philip Lyford.

(Figure 1946-07, magazine advertisement)

(Figure 1946-07.5, magazine advertisement)

This hanger was used for 26 ounce, family size bottles. Note the “PLUS DEPOSIT (and tax if any).”

(Figure 1946-08, cardboard hanger, 3.875” x 6.5”)

(Figure 1946-09, celluloid pinback button, 2.0” diameter)

(Figure 1946-10, metal bottle opener, 3.3125" long)

(Figure 1946-11, cloth patch, 3.5” x 1.75”)

Hires purchased the Philadelphia Bulletin newspaper’s garage building July 15, 1946.

(Figure 1946-12, Life, July 22, 1946)

Philip Lyford also illustrated this advertisement.

(Figure 1946-13, Life, August 19, 1946, 5.5” x 7.0”)

Hires rented their Newark, New Jersey building September 12, 1946.

Once again Philip Lyford was the illustrator.

(Figure 1946-14, Life, September 23, 1946)

Hires also placed full page trade magazine advertisements to ensure their bottlers were aware of the company’s national magazine and radio marketing efforts.

(Figure 1946-15, American Carbonator and Bottler, November, 1946)

Philip Lyford also illustrated this advertisement.

(Figure 1946-16, magazine advertisement, November, 1946)

Philip Lyford pictured this couple resting in front of a fireplace after skiing, eating sandwiches and, of course, drinking Hires R-J Root Beer.

(Figure 1946-16.5, magazine advertisement)

This Philip Lyford-drawn couple wrapping Christmas presents also wrapped up another year for Hires’ magazine advertising.

(Figure 1946-17, magazine advertisement, December, 1946)

"Happy Birthday Hires to You" is printed on this metal lighter.

(Figure 1946-18, metal lighter, 2.875" long, .375" diameter)