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. 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, an over the first several years, this slogan was very successful.
In 1946 the first ads for Bavarian Old Style appeared as shown above. For the first several years after WWII, beer sales were robust and marketing emphasis to a man was successful.
A seasonal Bavarian's Bock Beer was introduced every March. The ad on the right was from 1950 and continued to feature and cater to men.
Sports Are Emphasized
In conjunction with "A Man's Beer," numerous ads maintained this theme with "manly" work and activities. Shown below are examples of such ads. In addition, Bavarian sponsored various radio broadcasts involving sports and an outdoor program in the 1940's.
Bavarian Sponsors Midwestern Hayride on TV
Television programming started in Cincinnati on February 9th, 1948, on WLW-T, Channel 4, owned by Crosley Broadcasting. This was a regional TV station that served the eastern mid-west. One of its first and most successful programs for about four decades was Midwestern Hayride. Mid-western Hayride originated on WLW radio in the 1930's and was simulcasted with the radio broadcast when it went on TV. Originally the show 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, and on a new medium -TV. Because 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. Bavarian often supplied newspaper advertisements of certain country singing stars who would be performing on the program that evening. Several of these adds are shown below, as is a picture of the cast of this program in the early1950's.
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 in 1913. After Prohibition Bavarian sponsored an amateur baseball team that played in the greater Cincinnati area. At some point, possibly short after WWII, 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 years, along with having their beer served at the ballpark and advertising in the Reds programs. A photo of most of an early Bavairan's billboard is below.
...And Hers Too!
By 1953, Bavarian's beer sales had begun to slow, not only due to competition from other local brewers, but also from those that were national. One of the reasons for this is that Bavarian had not been as aggressive in their advertising as other brewers. And, their slogan, "A Man's Beer" had become stale and outdated. Bavarian didn't want to alienate women from buying or consuming their beer, and needed to change their advertising message. So, they developed a transitory advertising theme with new marketing pitches in 1953. They were oriented a woman discovering and liking the taste of a man's beer, buying beer for her man - and herself and liking her man for drinking a man's beer, as shown in the ad on the side and below. But the main theme was "A Man's Beer … And Hers Too!"
Sponsoring A Variety of Television & Radio Programs.
Besides changing their print advertising, Bavarian decided to also change their TV programming. They dropped Midwestern Hayride and picked up Monday Night Fights instead by early 1955. They also expanded some of their other radio sponsorships. Below is a full page ad that appeared in the Cincinnati Enquirer in March, 1955. It featured testimonials from local Cincinnati broadcasters that had programs Bavarian's sponsored. The summary these different TV and radio programs is below, along with an individual image, signatures and comment for each broadcaster. The invitation features a couple TV shows and eight radio broadcasts on four different stations. Bavarian also became more active in sponsoring other TV shows as more households had televisions, e.g. Abbot & Costello, in the ad shown below.
Changing the Advertising Message
Despite the ...And Her Too! advertising theme around 1953 -54, Bavarian realized they needed to revamp their image and modify their advertising message by about 1955. A different no nonsense type of theme was used, as displayed on the right, featuring Ray Hoffmann, the Bavarian's General Manager and V.P. They also changed their slogan to "Flavor... at its finest!" around this time, as shown on the neck label on the Bavarian's bottle below. However, to help increase sales, Bavarian believed they needed to do more to distinguish themselves from other beers. After all, most of the local beers in Cincinnati in the mid 1950's had a similar appearance in the mid-1950's, as depicted below. To rebrand their image, some changes were made. Instead of having the same Director in charge of advertising, Bavarian appointed another Director, Louis L. Schott, as the Marketing Director, to be in charge of a new Advertising and Packaging Program. It would modify the name of the beer and develop a new label and image. In this process, an advertising manager was hired, Larry Rinck, and highly regarded advertising and design agencies in New York City were engaged. Bavarian was about to embark on a rebranding program that would better distinguish its beer from the local competition. Bavarian's Beer was going to have a "New Look" in an effort to help increase their sales. (See Bavarian/s New Look and Bavarian/s Ads 1957 - 1966.)