Word: rheingolds
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Dates: during 1960-1969
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...Bernard Relin, former chairman of the board of Rheingold Breweries...
...Pictures. "The Ballet of the Chicks" was the most successful section, and "The Hut" the most distorted, with its ponderous tempo. The solo baritone and oboe were absolutely first-rate. Conductors usually approach the final apotheosis, "The Great Gate of Kiev," with an orgiastic inflation that would sink Das Rheingold without a trace. Mr. Yannatos wisely avoided the pillory hysterical approach, reasoning that if "The Gate" follows the other sections, it must bear some relation to them. The lasting impression of this work and of the evening was a sensible, thoughtful and commendable performance of a program rich in history...
...hailed as true innovators in film it is they who pack a succinct story into a few seconds and in the process produce many new cinematic ideas. The work of such directors as Michael Cimino for Kodak, Howard Zieff for Benson & Hedges and Mike Elliott for Rheingold, has precipitated an interplay of ideas that flows freely between Madison Avenue and the conventional movie set. The directors dabble with Fellini-like stream-of-consciousness techniques. Hollywood copies TV's fast cuts and odd-angle perspectives. The quality of Richard Lester's movies A Hard Day's Night, Petulia reflects his experience...
Keeping close watch on costs and profits, the big agencies have learned to roll with one of the biggest blows in advertising-the loss of clients. Doyle Dane Bernbach, one of the top ten, last year lost seven clients, including Broxodent Tooth Brushes, Ocean Spray Cranberries, Rheingold Beer and Warner Bros. At the same time, DDE picked up 14 new ones, including the Sylvania division of General Telephone & Electronics, Parker Pens and American Tourister Luggage. The net gain in billings was $10 million and DDB scarcely stopped to worry. Says Foote, Cone & Belding's Founder, Fairfax Cone...
Gablinger's is the kind of brew that a hearty beer fancier might find rather thin, but Rheingold officials feel that the broader taste trend is toward lighter lager. Moreover, says President Relin, no-carbohydrate Gablinger's is "a definite response to a weight watcher's need." He should know. Though careful not to give his new product credit for the feat, Relin has pared his own weight from 280 Ibs. two years ago to 185 Ibs. today...