Hires To You headerThe Illustrated History of Hires Root Beer

1973 

IT HAPPENED IN…1973

A Vietnam peace agreement was signed by the U.S., North and South Vietnam, and the Vietcong.

The Supreme Court’s Roe vs. Wade decision legalized abortion.

An oil embargo imposed on the U.S. by the Organization of Arab Petroleum Exporting countries triggered long lines at gas stations and shut down factories.  Oil and grain price increases brought on a monetary crisis foretelling the most severe worldwide economic recession since the 1930s.

The median price for a single-family U.S. home was $28,900.

Newly introduced inventions included the Ethernet, Internet, and automated teller machines.

2,163 U.S. soft drink bottling plants were in operation.

Beverages International Inc. kicked off 1973 by distributing a poster to bottlers outlining the Hires Division’s marketing plans for the year.  Here’s the lead-in image and most of the accompanying advertising copy:

(Figure 1973-01, poster, 17.0” x 22.0”)

THE GREATEST TV EMCEES IN THE COUNTRY

Monty Hall - "Let's Make a Deal"

Peter Marshall - "Hollywood Squares"

Clark Race - "Parent Game"

Joe Garagiola - "Sale of the Century"

Jim Lang - "The Dating Game"

Bill Cullen - "Three On A Match"

Dennis James - "Price is Right"

On the most popular daytime television shows during the peak buying season – March through July and on syndicated nighttime versions which gives Hires day and night prime time saturation on all three major networks: NBC / CBS / ABC.  We’re reaching in excess of 10 million potential customers.

But, that's only part of the story!

Our advertising theme for 1973 is “Nostalgia” the “in” thing today among young people.  Hires four-color ads will reach an audience of nearly 24 million active women who read such top magazines as Good Housekeeping / Women’s Day / Ladies Home Journal / American Home.

And, locally, there's even more good news

Program television, radio and newspaper advertising plus new 30, 20, and 10 second television commercials, new hard sell 60 and 30 second radio spots, and newspaper ad mats.

But that's not all!

Exciting, eye-catching nostalgia premiums that help tell the Hires story:

Two decks of nostalgia playing cards, a collage of early Hires ads, and a nostalgia serving tray.  They’re dealer loader/self liquidators that will build traffic at little or no long range cost to you!

Join the Hires Bandwagon for 1973.  We’re out to help you increase your sales and profits…and that’s what it’s all about!!!

Two sealed decks of "nostalgia playing cards" were packaged in a black plastic storage case with a clear plastic lid. 

(Figure 1973-01.5, nostalgia playing cards)

This paper insert was included with the playing cards:

(Figure 1973-01.5, nostalgia playing cards insert)

For more information about "Alice" see Figures 1912-03 and 1913-01.  The "Redhead" was a frequently used image during 1926 - see Figures 1926-02 thru 1926-06.

The 1973 metal “nostalgia serving tray” picturing the Hires Boy is very similar to the tray copyrighted May 21, 1907 by Hires.  Unlike the originals, the reproduction trays have “The honest root beer” printed along the bottom rim, and are labeled “HIRES is a Registered Trademark of Beverages International Inc., Evanston, Ill., U.S.A. Printed in U.S.A.” 

(1973-02, nostalgia serving tray, reproduction, 17.0” x 14.0” x 1.0”)

Following up on the highly successful late 1972 introduction of Sugar-Free Hires Root Beer in Detroit, Michigan, this full page trade journal advertisement ran in early 1973: 

(Figure 1973-03, The American Soft Drink Journal)

(Figure 1973-03.5, magazine advertisment, July, 1973)

Note this advertisement’s reference to “Crush International, Inc.” rather than Beverages International Inc., reflecting an internal organizational name change.

(Figure 1973-04, The American Soft Drink Journal, November, 1973)

Crush International Inc. issued this sales manual page advertising nostalgic “Rooster and the Boy” and “Front Porch” posters included display banners, pole display kits, hangers, and carton inserts. 

(Figure 1973-05, poster promotion sales manual page, November 1, 1973)

This tin sign was apparently produced in late 1973.  Instead of centering the word "Genuine" above the logo's top arc, the designer added a "prize ribbon" bearing the word Genuine and also positioned the ® trade mark registration symbol directly on the lower arc, rather than just below the s in Hires.  Beverages International, Inc. assigned item #7306 to this sign.  The lighter background portions of the illustrated image are due to camera flash.

(Figure 1973-06, tin sign, 12.0" x 7.0")

Paramount Company, 2417 West Homer Street, Chicago, phone EVerglade 4-8108, produced this "Dual Purpose Decal...for applying to windows or any surface."  It was assigned item # 7410.  

(Figure 1973-07, decal, 7.0" x 5.0")

The Paperlynen Company of Columbus, Ohio manufactured these paper soda fountain hats for Hires. 

(Figure 1973-08, paper soda fountain hat)