It’s the Fourth of July weekend, so it seems like a perfect time to celebrate one of the great American traditions of all.
It’s the Fourth of July weekend, so it seems like a perfect time to celebrate one of the great American traditions of all, one that has lain dormant and been on some lean times recently but has a genuinely glorious past. Maybe it’s just for folks of a certain age, but there was a time when catchy beer jingles were as much a part of the sporting experience as the games themselves. Something changed along the way. For one, most offbeat commercials prefer memorable dialogue to music now.
All I know is, as I thought up the idea for this, I was initially grateful for Google, so I could properly recreate the lyrics of these ridiculously catchy tunes … until I realized that still, all these years later, I remember every word. For you young-uns, I suggest taking a quick stop at YouTube and firing these all up. I am quite sure you will understand after just one listen. Maybe two. But probably only one. Television production of a Schaefer Beer commercial on WCBS-TV in 1949.
But the song, the lyrics … it’s a masterpiece. The brainchild of the advertising firm Batten, Barton, Durstine & Osborn, in the campaign’s first 10 years it spent $70 million in advertising to appear in 87 TV commercials, 200 radio spots and 35 full-page magazine ads. Miller tastes too good to hurry through We’ve got the beer!
If you’re detecting a theme … that’s probably not a coincidence. Everyone had access to the market research. Must say something more somehow … An outlier, proof that even a great jingle can’t overcome a mediocre beer. When’s the last time you — or anyone you know — cracked open an ice-cold Lowenbrau?
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