1963
IT HAPPENED IN…1963
U.S. involvement in the Vietnam War escalated.
200,000 Washington, D.C. freedom march
participants heard Dr. Martin Luther King, Junior’s “I have a dream”
speech describing a U.S. free of divisiveness, hatred, and
injustice.
President John F. Kennedy was assassinated in
Dallas, Texas and Vice-President Lyndon Johnson was sworn in as the
36th U.S. President.
Traffic deaths for the year reached an all-time
high of 40,804.
The Beatles released
I Want to Hold Your Hand.
Newly introduced products included touch-tone
telephones, Easy-Bake working toy ovens, lava lamps, and valium
tranquilizer.
4,055 U.S. soft drink bottling plants were in
operation.
(Figure 1963-01, cardboard
six-pack carton, manufactured in February, 1963)
This cardboard "Multi-Pak" carton was manufactured by International Paper in March, 1963.
(Figure 1963-02, cardboard
“Multi-Pak” carton)
(Figure 1963-03, cardboard
inserts/hangers for six-packs and a quart)
In 1963 Hires made another attempt at offering a record album as a premium. Noted American jazz singer and pianist Blossom Dearie recorded a popular Hires radio commercial during 1962, and in 1963 she partnered with Hires to produce a studio album entitled Blossom Dearie Sings Rootin’ Songs. Hires offered the album to customers who submitted bottle caps and 50¢ for shipping. The song listings on both sides of the record are labeled “HIRES HITS.” Otherwise, the album includes no Hires advertising except for the cover photos that picture a Hires bottle on top of the piano and a Hires bottle in Blossom’s hand.
(Figure 1963-04, “Blossom
Dearie Sings Rootin’ Songs” album cover)
The American Can Company in Easton, Pennsylvania produced this waxed paper cup. It measures 2.75" tall and held four ounces.
(Figure 1963-04.5, waxed paper
cup)
This 5.5" diameter tin tray bears no manufacturing information nor a Hires identification number, suggesting it is possibly a fantasy item. That said, at this point we believe it is a change tray produced for cash register usage by store owners selling Hires Root Beer. A circa 1963 date has been assigned based on the trapezoid Hires logo and the happy face image. Hires phased out use of the trapezoid logo after 1963, and that was also the year the happy face became famous world-wide.
(Figure 1963-05, circa 1963
tin change tray)
The St. Thomas Metal Sign Company in St. Thomas, Ontario, Canada manufactured this 27.25" x 19.25" tin sign for Hires. This Hires logo was used only in Canada.
(Figure 1963-06, Canadian tin
sign)
This 27.0" x 19.0" tin chalkboard sign was also manufactured for Hires by the St. Thomas Metal Sign Company. The front bottom edge is "S. T. M. S. 63."
(Figure 1963-06.5, Canadian tin
chalkboard sign)
This crown cap was used by a Hires bottler in Toronto, Ontario, Canada.
(Figure 1963-07, Canadian
crown cap)
This 26 ounce, red on white ACL was designed for use in Canada but apparently never made it past the prototype stage.
(Figure 1963-07.5, prototype Canadian
26 ounce ACL)
This combination bottle and can opener measures 4.0" long when unfolded and also doubles as a key ring.
(Figure 1963-08, combination
bottle and can opener)