11
Aug 04

A History Of Beer Commercials

Pumpkin PublogPost a comment • 172 views

A History Of Beer Commercials:

Enjoyable article, wish there was a UK equivalent. I particularly liked this story:

Among the earliest, and certainly one of the most successful, ID characters put to work on television for a brewery was “Mabel,” a genial blond bartendress who rarely spoke, but ended virtually every commercial with a friendly wink. Beginning in 1951, and for nearly the next 20 years, Mabel and her tray of Carling Black Label Beers glided across millions of television screens in response to that familiar call, “Hey Mabel–Black Label!”

Mabel’s graceful charm and captivating smile seemed to hit beer drinkers right between the eyes. One observer commented that Mabel could “compel any man to leave home–to fetch a carton of Carling’s, that is.” Indeed, with Mabel leading the way, the Carling Brewing Co. skyrocketed up the list of America’s largest brewers, from number 28 in 1951 to number 6 in 1957.

Pot shots from rival brewers were inevitable. In a clever TV spot for Labatt’s Beer, a young woman exits a tavern with a package under her arm. Wearing dark sunglasses and a scarf over her head, she scurries down the sidewalk, her face obscured by her coat collar. Much to her dismay, she is stopped by a man-on-the-street interviewer, complete with microphone and camera crew. Upon inquiry, the young woman reluctantly reveals that her package contains a six-pack of Labatt’s. The interviewer then asks, “Would you tell us your name?” The woman, as if relieved that her dark secret has been uncovered, removes her sunglasses dramatically, looks directly into the camera, and says, “Why, yes. I’m Mabel.”

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