1946 - 1956
POST WORLD WAR II
With the end of WWII, service men returned back to the U.S., most eager to obtain jobs and have families. It was the start of a generation of children that became known as the Baby Boomers. Along with a strong economy after the war, more people were drinking beer and Bavarian was able to expand.
The Introduction of Bavarian's Old Style Beer With A New Slogan
To be more competitive with other local brewers, Bavarian decided to modify their marketing. In early 1946 they changed the name of their "Bavarian Master Brand Beer" to Bavarian's Old Style Beer. One of the first ads for this beer is shortly after WWII while beer ingredients were still in somewhat short supply, as shown below left. The main slogan with the introduction of this brand was "A Man's Beer." It may not be appropriate today, but in the late 1940's and early 1950's the vast majority of beer drinkers were men and the advertising agency that Bavarian used came up with this slogan. For its time, and over several years, this slogan was very successful.
Sports Are Emphasized
"It's a MAN's SPORT" was used in conjunction with "It's A MAN'S BEER." Shown directly below are ads from early 1947. Bavarian sponsored various broadcasts involving sports and a couple of these are shown in these ads.
In late 1947 Bavarian ran a series of framed ads; a couple of these are shown below. In 1949, Bavarian provided an
It's Here! ad promoting their Man's beer. In 1949 Bavarian ran a It's Here! ad promoting Bavarian's Old Style. They also used a similar ad around the same time to promote their beer in can, which featured a cone top. Bavarian's did not change to flat top cans until 1955.
From 1947 through 1952 Bavarian ran some smaller ads than than those shown above that not only featured "A Man's Sport", but occasionally "A Man's Job." Some examples of these are shown in the lower left. They were usually displayed in the Sports section of local newspapers. In 1952 some of the last A Man's Sport ads were used, deleting "It's a" in front of the slogan, as depicted in the lower right.
In 1952 Bavarian featured "Old Style" ads emphasizing in important part of the beer's name. Shortly thereafter, Bavarian filed suit against Heilman Brewing Company for also using the term "Old Style" to describe their beer. (Please see 9. Turnaround Efforts). A tradition every spring for Bavarian and most other Cincinnati area brewers, was to offer a Bock Beer for a couple of months, usually starting in March, illustrated by the lower right ad.
Frequently Bavarian would indicate programs they were offering on radio or TV, and they would sometimes use some drawings, as shown above and on the left below, both published in 1952. In the beginning of 1953 as sales for Bavarian began to decline, it was decided that it was necessary to begin to modify the slogan they had used for several years. The new saying became, "MAN, it Satisfies" - and a series of ads followed.
Bavarian Sponsors Midwestern Hayride on TV
Bavarian sponsored radio and television programs that not only featured sports, but that were also musical and entertainment oriented. One of the first programs featured on television when programming began in Cincinnati on February 9th, 1948 - on WLW-T, Channel 4, owned by Crosley Broadcasting - was Midwestern Hayride. Bavarian was this show's first sponsor and it aired at prime time in the early evening on Saturdays. (See 8B. Bavarian's TV/Radio Shows). This program originated on WLW radio in the 1930's and was simulcasted with the radio broadcast when it went on TV. When the show first aired on radio it was called Boone County Jamboree, after a county adjoining Kenton County, Kentucky, which is where Bavarian was located. Bavarian's Beer expanded their advertising by sponsoring this country music program for about six years, until December, 1954, Since it aired at prime time every Saturday evening, occasionally Bavarian would relinquish some of their show time for a national program, such as for a Bob Hope program, as indicated on the right.
Along with the larger MAN, it Satisfies! ads above, there were some smaller comical illustrations that Bavarian used as newspaper ads, mostly in Ohio markets smaller than Cincinnati. They addressed situations When A Fella Needs A Beer... Tine for Bavarian's Old Style -
Bavarian often supplied newspaper advertisements of certain country singing stars who would be performing on the program that evening, beginning around 1950. Several of these adds are shown below, as is a picture of the cast of this program in the early1950's. Bavarian's Beer expanded their advertising by sponsoring this country music program for about six years, until its sponsorship of the program ended in December, 1954. Several of these adds are shown below
Cincinnati Reds Billboard & Program Advertising at Crosley Field
Bavarian Brewing Co. was a longtime supporter of baseball. Baseball had been played in Covington since the 1870's. And their founder, William Riedlin had been an investor in the Covington Blue Sox, a professional team that had a short existence with the Federal League in 1913. After Prohibition, Bavarian sponsored an semi-pro baseball team that played in the greater Cincinnati area. Beginning in 1949, Bavarian's Old Style Beer was advertised at the home of the Cincinnati Redlegs (Reds), Crosley Field. It was on a billboard on top of the Superior Towel & Linen Service building in back of left field, and was once the largest billboard there. Bavarian maintained this billboard for until 1965 and had their beer served at the ballpark along with advertising in the Reds programs. A photo an early Bavairan's billboard is below.
...And Hers Too!
Beginning in the second half of1953, Bavarian's decided that they needed to broaden the reach of their beer, and also cater to women. Even though men primarily drank beer with women only consuming about 10 to 15 percent, women often purchased beer. Bavarian didn't want to alienate women from buying or consuming their beer. So, they developed a transitory advertising theme with new marketing pitches in late 1953 oriented to women. The first ads that appeared in late 1953 indicated that women (in various cities) discovered a Man's beer. These ads were then followed by one that directly addressed the Mrs. shopping for her Man's beer. The ads then progressed, featuring just a woman, or a woman and a man, and a new slogan was developed: "A Man's Beer … And Hers Too!" To accommodate this saying, the packaging of cartons and cases added this phrase on cartons and cases as shown by the fourth ad below. This occurred in the spring of 1954.