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)
Here's an example of a typical four color magazine advertisement.
(Figure 1975-02.5, magazine
advertisement, 5.0" x 8.0")
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
(Figure 1975-04.5, carton
insert)
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)
(Figure 1975-06.5,
cardboard carton for six 10 ounce bottles)
This carton insert promoted the inflatable giant Hires bottle and Black
Cow.
(Figure 1975-07, carton insert)
(Figure 1975-07.5,bottle hanger)
(Figure 1975-08, inflatable Hires bottle,
29.0” tall)
(Figure 1975-09, inflatable Hires black cow)
(Figure 1975-09.5 bottle hanger)
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 unused paper label produced for 28 ounce bottles in Canada features a call out advertising a marketing campaign.
(Figure 1975-11.5, Canadian 28
ounce paper label)
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)
Paper "Draft style" body and "RETURNABLE and RESEALABLE" neck labels were affixed to this emerald green quart that utilized an aluminum screw cap closure. Base embossing indicates the bottle was manufactured by Owens-Illinois in 1973 for the Variety Club Beverage Company in Toledo, Ohio (see Figure 1965-06.5).
(Figure 1975-13, Draft style,
paper-labeled quart bottle)
(Figure 1975-13.5, illuminated
sign, 16.0" wide, 6.0" high, 4.0" deep)
Hires' 1975 Sales Development Catalog listed this item as "4195 NON-ILLUMINATED ELECTRIC CLOCK. A crisp, sturdy, injection-moulded bezel and case with a rigid hardboard dial screen printed in brown, orange, blue and tan on white. McGraw-Edison clock movement operates on 110 volts 60 HZ. Size:14 1/2" wide, 13" high, 2 1/4" deep." These clocks were manufactured by Dualite, Inc., Williamsburg, Ohio.
(Figure 1975-14,
non-illuminated electric clock)
The 1975 Sales Development Catalog also offered item number 4715, a "FLUORESCENT ILLUMINATED CLOCK. One-piece injection molded styrene face with a Masonite back and illuminated by a circleline fluorescent lamp. Synchronist clock movement operates on 110 volts 60 HZ. Size: 16" wide x 16" high x 4" deep. Packed 1 clock per shipping carton, including clear plastic crystal. Weight: 9 pounds. F.O.B. Williamsburg, Ohio." This clock was also manufactured by Dualite, Inc. The face of the pictured example has yellowed with age.
(Figure 1975-14.5,
fluorescent illuminated clock)
This plastic, electric, wall clock was manufactured for Hires by Essex/NPI Illuminated Signs, Neon Ave., Lima, Ohio and assigned item number 4715.
(Figure 1975-14.8,
plastic, illuminated, electric wall clock, 14.0" x 14.0" x 4.0")
The 1975 Sales Development Catalog listed this cloth patch as "4814 HIRES SHIRT FRONT, SHOULDER OR CAP EMBLEM Orange, white, turquoise, brown and tan thread on a brown twill background. Size: 3 1/8" wide x 31/2" high."
(Figure 1975-15, shirt front,
shoulder or cap emblem)
This 5.75" square "Ring-A-Day Memo Dispenser" and desk calendar was made in Hong Kong for Hires.
(Figure 1975-16, plastic desk
calendar carton front panel)
(Figure 1975-16, plastic desk
calendar carton side panel)
(Figure 1975-16, plastic desk
calendar)
This 8.0" x 12.0" four color decal was produced in brown, orange, tan, and turquoise on white vinyl with a peel-off paper backing.
(Figure 1975-17, decal #4420,
front)
(Figure 1975-17, decal #4420,
backing paper instructions)
Styrofoam labels wrapped these 64 ounce (2 quart) bottles which featured aluminum, twist-on/off, threaded cap closures. This bottle was manufactured in 1974 but not used until 1975 based on the label design.
(Figure 1975-18, 64 ounce
styrofoam-labeled bottle)