1964
IT HAPPENED IN…1964
Racial violence in many U.S. cities hampered
efforts to assure equal education for all.
President Johnson signed the Civil Rights Act of
1964, abolishing racial segregation in the U.S.
The Medicare Act created the first
government-operated health insurance program for elderly Americans.
President Lyndon Johnson defeated Senator Barry
Goldwater in the Presidential election and declared “War on Poverty”
in his State of the Union address.
An earthquake in Anchorage, Alaska killed 117
people and caused enormous damage.
Twelve men in New York state burned their draft
cards as a public demonstration against the Vietnam War.
California became the most populous state, with
New York slipping to second place.
A Surgeon General’s report found the use of
cigarettes “contributes substantially to mortality from certain
specific diseases.” The
Federal Trade Commission subsequently announced health warnings
would be required on cigarette packages starting in 1965.
The Ford Motor Companying introduced the Ford
Mustang.
Studebaker became the first U.S. auto maker to
include seatbelts as standard equipment.
Richard Petty won 27 NASCAR races driving a
hemi-powered Dodge Charger.
The Boston Celtics won their sixth consecutive
National Basketball Association championship.
U.S. concert tours by The Beatles were
phenomenally successful.
General Motors’ Futurama was the most popular New
York World’s Fair attraction.
Network television premieres included “Jeopardy,”
“Bewitched,” “The Man from U.N.C.L.E.,” “Gilligan’s Island,” and
“The Munsters.”
“Bonanza” was the top ranked network show.
Newly introduced products and inventions included
the Ford Mustang, holography, the Smiley Face, Lucky Charms cereal,
and Kellogg’s Pop-Tarts.
3,933 U.S. soft drink bottling plants were in
operation.
(Figure
1964-01,
Fountain Facts double-sided brochure, back and
front)
(Figure
1964-01,
Fountain Facts double-sided brochure, inside pages)
The Hires Division also produced these full page
advertisements for theater trade publications.
(Figure 1964-02, theater trade
magazine advertisement)
(Figure 1964-03, theater trade
magazine advertisement)
(Figure 1964-03.5, tin badge,
front and back)
This German-made, Elgin, travel alarm clock in a leather-covered case was presented as a Hires “Product Excellence Award” in 1964. This was the earliest use of a new Hires logo with arcs above and below Hires ROOT BEER.
%20Hires%20Root%20Beer%20Product%20Excellence%20Award%201964%20-%20Elgin%20traveling%20clock%20-%20closed.jpg)
(Figure 1964-04, travel clock, closed, 3.0” x
3.0”)
%20Hires%20Root%20Beer%20Product%20Excellence%20Award%201964%20-%20Elgin%20traveling%20clock%20-%20open.jpg)
(Figure 1964-04, travel clock, open, 3.0” x
6.0”)
This decal includes the new Hires logo at the top,
while the bottle has Hires in a trapezoid on the shoulder, and a Since
1876 body label, a combination of three logos.
The designer was definitely confused!
%20Hires%20trapezoid%20Root%20Beer%20-%20Since%201876%20bottle%20-%20decal.jpg)
(Figure 1964-05, window decal)