Word: lowenbrau
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Dates: during 1960-1969
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...company's sales of $23 million last year (up 15%) came from a variety of enterprises. Like most German breweries, it owns and leases restaurants and beer halls to make sure that only Lowenbrau-German for "lion's brew"-is served in them. Löwenbräu is also a Munich Coca-Cola bottler. But beer remains by far the company's biggest product-26 million gallons this year. It comes in 16 varieties, from a 1.5% light beer for expectant mothers to a heady 6% brew so nourishing that Bavarian monks in the past drank...
...Champagne Glass. According to their differing philosophies-and the product involved-admen appeal to vastly disparate human emotions: snobbery ("If they run out of Lowenbrau . . . order champagne''), the confusions of parenthood ("How Sears helps your daughter choose her first bra"), nostalgia ("Our beer is 50 years behind the times"), hypochondria ("Take Geritol to end tired blood"), and the competitiveness of childhood ("Every boy wants a Remco toy"). Inevitably, the most heavily used selling themes turn on three aspects of existence that particularly fascinate Americans: youth, sex and romance. Pepsi-Cola, once typed in the public mind...