Word: rheingolds
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Dates: during 1940-1949
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Some products, of course, would always be best advertised by models. This fact is borne out by such stories as the rise of Manhattan's Rheingold beer. It climbed from eighth to first place in Eastern beer sales largely by the use of pretty Miss Rheingolds, about half of them Irish "colleens" duly elected each year by beer drinkers. (Current Miss Rheingold: pert Pat McElroy.) In its battle with Coca-Cola, Pepsi-Cola plans to count heavily on the new television Pepsi-Cola Girl, Louise Hyde, a 24-year-old Chattanooga belle of whom one adman said hopefully...
Typical are the contortions of Lucky Strike cigarettes, which prance through a complex square dance. Rheingold beer cans and bottles troop by a reviewing stand, while overhead drones a beer-keg blimp. Sheffield, hawking a soft drink, takes an inexpensive way out: a paper orange with a metal base is scooted across the screen by means of a concealed magnet. Sanka coffee and other advertisers have adapted the novelties (popup techniques and hinged limbs) common in children's books...
...Rheingold! Rarest gold...
Even if the Bembergs should lose all their Argentine holdings, they would not starve. The family has enormous investments abroad. In the U.S. the Bemberg holdings include a sizable share in the Liebmann Breweries of Brooklyn (Rheingold beer). According to one of its responsible officers, American Bemberg Corp. (rayon) has no connection with the Argentine Bembergs...