Vintage Lite
Vintage Lite
As any of us who ever watch a sporting event, or sports related programming, almost every commercial break includes one or more ads for one or more brands of beer. The breweries are obviously spending their advertising dollars to reach those who are sports minded. But has it always been this way? What is the history of beer advertising in the United States?
Before that discussion begins, its important to realize that, although television as a piece of hardware was invented in the 1920s, the world wide great depression of the 1930s and the Second World War in the 1940s prevented TV from becoming much more than a laboratory experiment unit the end of the war. In the late 1940s independent TV broadcasters began setting up shop around the country as manufacturer’s switched from military to consumer products. By 1949, the first TV network, The DuMont network had affiliated stations as far north as Boston, as far west as St. Louis, and deep into the South in Houston and New Orleans. But, on the whole, TV was in its infancy (some would say it still is!) and so was advertising.
One of early TV’s crying needs was for quality original programming to broadcast. Even with the limited early schedules having stations sign on at 7AM and sign off at 10 or 11PM, there wasn’t any TV studio infrastructure to feed programs to the stations and most were relying on live broadcasts of radio shows. So it seemed natural to try and televise sports, especially baseball, for two reasons. One it was popular and two, a game could be counted on to last between 2 and 3 hours and sometimes more.
Among the earliest adopters of this new medium were bar and tavern owners who saw installing a TV as a cheap way to keep their customers seated at the bar and ordering drinks. Fully half the television sets manufactured in 1947 were bought by bars and taverns. In turn, this suggested to the breweries that they could pitch their products directly to people who already enjoyed their product.
Legend has it that the first beer commercials shown during a baseball game were aired 1945 by the Narragansett Beer Brewery in New England who showed commercials during Red Sox games. However, Modern Brewery age says the first true commercials were from the Hyde Park brewery in St. Louis in 1947. Interestingly, it wasn’t a sports related program but a live man-on-the-street interview program. Nonetheless, beer ads continued to be concentrated around sporting events even in these early years.
Throughout the next two decades beer advertisers tried to convince their domestic beer drinking audience that theirs was the superior product. These efforts met with little success as research showed the consumer (the fabled “Joe Six Pack) saw little difference among the national brands. This problem was finally solved by Miller Brewing Company in 1971. In that year, Miller launched one new advertising slogan and announced they would soon be introducing a “secondary brand”.
The advertising slogan they introduced changed the industry. It was “if you’ve got the time, we’ve got the beer”. This new slogan was introduced on TV sports programming with tough, rugged looking working men who just wanted a good beer after a hard day on the job. This was he first time advertising had been aimed directly at the consumer instead of the product itself and was an immediate hit. So much so that Budweiser soon followed with slogan “For all you do, this Bud’s for you”. But the real game changer was the “secondary brand” launched in 1973. This turned out to be Miller Lite which went on to become one of the most popular brands in the world.
The challenge of a lower calorie beer was to position it so it wasn’t considered a ‘sissy beer” or somehow less of a product than Miller High Life. To accomplish this, the advertising agency concentrated on commercials with well known sports figures that were successful in their individual sports and could make the new slogan “Everything you always wanted in a beer. And less” a catchphrase. It worked to perfection and eventually some 40 well know celebrities and sports stars took part in the commercials.
In the almost 40 years since Miller Lite was introduced, beer advertising has become more and more sophisticated and has often reflected the mood of the times. From Budweiser’s beloved talking frogs to Coors’ current campaign featuring out takes of football coaches press conferences and sideline antics, the big breweries have strived to keep us entertained for 15, 30 or 60 seconds at a time and get us to buy their beer instead that of their competitors. As the breweries have become more successful and have merges with each other to form truly global enterprises their advertising budgets have grown accordingly to the point where beer companies seem to have their ads everywhere and on everything.
One of the casualties of this massive spending has been the local brewery who cannot hope to compete with the large, multi-national brewing companies. Forced off the airways, they have been forced to depend on limited local advertising and word of mouth recommendations to stay in business.
Instead of searching the online beer sites endlessly for information about home beer making, simply download the ebook Brew Beer Bible found at Brew Beer Today.com.
The Brew Beer Bible is inexpensive, has an iron clad money back guarantee if it does not meet expectations, and offers step by step instructions on how to always get the best tasting beer out of your home brewery.
Would CS ’69 pups work in a Fender Lite Ash Strat?
I’m new to the world of upgrading guitar pickups. I’m thinking about putting some Fender Custom Shop ’69s in my Fender Lite Ash Strat. Currently my strat has Seymour-Duncan stock APS-1 pickups. I’m assuming that any single coil can be put into any strat, but like I said I’m a newbie to these things. I’ll be having the pickups professionally put in by my local guitar tech. Does anyone suspect there will be any difficulties replacing these pickups?
Guitar link: http://www.zzounds.com/item–FEN265002
Current Duncan pickup link: http://www.seymourduncan.com/products/electric/stratocaster/vintage/alnico_ii_pro_s/
Fender CS 69 Pickup Link: http://accessories.musiciansfriend.com/product/Fender-Custom-Shop-69-Strat-Pickup-Set?sku=301637
Thanks in advance!
They should be an easy direct replacement, you could do it yourself with some light soldering.
Also:
Welcome to the world of modding guitars, it is addictive.
Example:
The purple strat in my pic is now completely stripped, has a dark stain a black pickguard
a hot rails and a vintage staggered and a bunch of other mods.
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