Hires To You headerThe Illustrated History of Hires Root Beer

1975 

IT HAPPENED IN…1975

The Vietnam War ended after dividing the U.S. politically and philosophically.

Spiraling prices prompted many Americans to start gardening and home canning to reduce food expenses which hit an eight year high as a percentage of take home pay.

High interest rates and record high savings levels slowed recovery from the recession.

Exxon Corporation became the nation’s top industrial firm, supplanting General Motors’ 40 year hold on the number one spot.  Ten of the top 20 corporations were oil companies.

The Altair 8800 was introduced as the first personal computer.  Bill Gates and Paul Allen founded Microsoft, the company contracted to write software for the Altair.

Newly introduced products included the Sony Betamax video recorder.

2,317 U.S. soft drink bottling plants were in operation.

The 1975 Hires Root Beer Monthly Calendar pictured the Hires Boy holding a mug along with “The Story of the famous Hires Boy,” clues to upcoming promotional marketing plans. 

(Figure 1975-01, 1975 Hires Root Beer Monthly Calendar)

Crush International Inc. distributed a large folder of materials to bottlers introducing Hires’ advertising theme for 1975:

(Figure 1975-02, 1975 advertising folder, front cover)

An 18.0” x 24.0” poster included in the folder outlined the year’s plans for marketing Draft Style Hires Root Beer.  Here are the highlights:   

HIRES ADVERTISING THEME FOR 1975 IS TAKE THE GOOD TIMES HOME TO FURTHER ASSOCIATE HIRES WITH GOOD TIMES AND IN-HOME CONSUMPTION.

HIRES NATIONAL ADVERTISING WILL BE PULLING IN YOUR CUSTOMERS WITH A SCHEDULE THAT INCLUDES…

NETWORK TELEVISION

On the most popular daytime and prime time shows during the peak selling season (March through August) on NBC / ABC / CBS.

We’ll be reaching in excess of 5 million potential customers per week who’ll get the HIRES selling message on: “Let’s Make a Deal,” “Hollywood Squares,” “Sale of the Century,” “The Dating Game,” “Three on a Match,” (and) “The New Price is Right.”

MAGAZINES

Four color ads that will reach an audience of nearly 57 million women.

Our ads will be featured in the top women’s publications: Good Housekeeping / Woman’s Day / Ladies Home Journal / McCalls.

AND THERE’S MORE PULLING POWER WHERE THAT CAME FROM WITH HIRES LOCAL ADVERTISING THAT REALLY SELLS HIRES!  A SCHEDULE THAT INCLUDES:

SPOT TELEVISION – Featuring our “TAKE THE GOOD TIMES HOME” theme

RADIO – Featuring our 1975 advertising theme plus radio spots that support our consumer-appealing premiums

NEWSPAPER ADS – Tailored to fit your market; Drop-in Slicks for impact advertising

BILLBOARDS – To bring home the HIRES selling message to your customers on wheels

AND A CONTINUING PROGRAM OF BRAND PRESENCE USING CLOCKS, MENU BOARDS AND VARIOUS OTHER POINT-OF-PURCHASE MATERIALS.

AND YOUR CUSTOMERS WILL TAKE HOME SOME OTHER GOODIES WHEN THEY TAKE THE GOOD TIMES HOME

AN EXCITING ARRAY OF CONTEMPORARY AND NOSTALGIA-ORIENTED PREMIUMS DESIGNED TO BUILD TRAFFIC AND KEEP OUR NAME ON THE TIP OF EVERY CUSTOMER’S TONGUE.  A PREMIUM PACKAGE THAT INCLUDES:

A limited reproduction of the 1905 Rootbeer Mug with a four color illustration of the HIRES Boy

A brass plated reproduction of a 1905 belt buckle

A pair of HIRES serving trays painted by the world-famous Haskell Coffin and suitable for mounting on a wall or for actual use

An inflatable plastic HIRES “Black Cow”

An inflatable plastic replica of the HIRES bottle

A 16 page Food and Drink recipe book

“Cents-off” promotions that are proven volume movers

PLUS GREAT “GO TOGETHERS” FOR YOUR EXTRA PROFIT AND VOLUME MOVEMENT!  TEAM UP HIRES ROOT BEER WITH YOUR BEST-SELLING LABELS.  FOR EXAMPLE:

HIRES Root Beer and Ice Cream

HIRES Root Beer and Pizza

HIRES Root Beer and Popcorn

HIRES Root Beer and Paper napkins, cups or plates

HIRES Root Beer and Potato Chips

HIRES Root Beer and Peanut Butter

GIVE YOUR CUSTOMERS A “DOUBLE” REASON TO BUY!

(Figure 1975-02, 1975 advertising folder, back cover)

An insert included in the shipping box for 1975 reproduction ceramic Hires Boy mugs stated:

HIRES Root Beer mugs have been around since 1893.  The mug enclosed in this box is a reproduction of a mug produced by Cauldon Ware in England in 1905.  Each original mug was hand made and this reproduction was manufactured with the same exacting standards.  For example, no two mugs are exactly alike because they are not mass produced under normal assembly line techniques.  Each mug has its own mold which is broken after each mug is produced.  The decals of the HIRES boy circa 1888 to 1926 and the word HIRES are hand applied to each mug.  We know that this mug will allow you to enjoy a bit of yesteryear at less than today’s price for such an antique.  Additional mugs may be purchased while the supply lasts by mailing $3.49 for each mug.

Around the turn of the century HIRES offered many items made of metal to its customers.  Many of these items can be found in antique shops.  The high standard of quality that the original items were produced under can be found in the reproductions we have produced for you.

In 1917 and 1918 two trays were manufactured and given to soda fountain owners and managers as sales incentives.  We have reproduced them from the same molds by the same manufacturer.  One is an oval tray with a “Lady in Green” and the other is a rectangular tray that features the “Sisters.”  The two trays are being offered as a set for $3.55 by mail.

In 1905 HIRES produced art of the HIRES Boy in a circular arrangement.  From this, HIRES has produced a brass plated belt buckle in relief.  The boy is in the center and around him it says “Drink HIRES Root Beer – Healthful and Pure.”  The belt buckle is being offered to you for $2.00 in the mail.  This is a savings as it sells through Retail outlets for $5.25.

To get either of these nostalgic items simply mail your check of money order and indicate items you want to:

HIRES Consumer Offer

P.O. Box 1208

Evanston, IL 60202

HIRES is a Registered Trademark of Crush International Inc., Evanston, Ill 60202

Note the reproduction mug box insert promoted the replica trays that were first offered in 1974.  The “Betty” tray was renamed “Lady in Green,” and the “Alice & Mabel” tray became the “Sisters” tray.  Also, the price for the brass-plated belt buckle was lowered from $2.50 to $2.00 when the 1975 calendar was published. 

(Figure 1975-03, reproduction Hires mug, front, 4.0” tall)

(Figure 1975-03, reproduction Hires mug, back, 4.0” tall)

(Figure 1975-03, reproduction Hires mug, base – also found with blank base)

The round portion of this reproduction, brass-plated, belt buckle measures 2.75" in diameter.

(Figure 1975-04, reproduction brass-plated belt buckle, front)

(Figure 1975-04, reproduction brass-plated belt buckle, back

In addition to the reproduction Hires mug, a two-sided carton insert advertised a Hires Food & Drink Recipes booklet, inflatable Hires bottle, inflatable Hires black cow, and several travel bags.

(Figure 1975-05, carton insert, front)

(Figure 1975-05, carton insert, back)

Here's the free (10¢ to cover mailing) Hires Food & Drink Recipes 16 page booklet:

(Figure 1975-06, Hires Food & Drink Recipes, front cover)

This carton insert promoted the inflatable giant Hires bottle and Black Cow. 

(Figure 1975-07, carton insert)

(Figure 1975-08, inflatable Hires bottle, 29.0” tall)

(Figure 1975-09, inflatable Hires black cow)

Crush International Inc. placed this trade magazine advertisement promoting the “plastic black cow and additional promotional display material.”

(Figure 1975-10, trade magazine advertisement)

Southern California apparently didn’t buy into the “take the good times home” theme and instead went with a movie poster-style approach in Los Angeles, Orange, Riverside, and San Bernardino County newspapers for a cents-off coupon promotion that ended July 31, 1975.

(Figure 1975-11, newspaper advertisement)

This 5.5" long, hard plastic tray was apparently a "point-of-purchase" item produced for merchants to use as a counter change tray adjacent to a cash register.  The base is marked BROOKLYN 3, N.Y. MADE IN U.S.A. 

(Figure 1975-12, black plastic change tray, top)

(Figure 1975-12, black plastic change tray, base)