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 "It's 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 modified its borderless ads by having them framed. A couple of these are displayed below. However, a few years later, these ads changed the saying "It's a Man's Sport! A Man's Beer!" to simply "A Man's Sport!" A Man's Beer!"
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 below. They were usually displayed in the Sports section of local newspapers.
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.
In 1952 Bavarian provided ads with some illustrations emphasizing "Old Style" as 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. Also shown is an "It's Here" ad for Bavarian's Bock Beer.
Frequently Bavarian would indicate programs they were offering on radio or TV, and they would sometimes use some drawings, as shown below with a 1952 ad for a boxing event.
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" - with a series of ads displayed below. These ads appeared in newspapers not only in Cincinnati, but in such other Ohio cities as Liverpool, Lancaster, Newark - and also in Lexington, KY.
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 -
- Sponsored by Bavarian's Beer
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 the show's first sponsor and it aired at prime time in the early evening on Saturdays. (See 8B. Bavarian's TV/Radio Shows). Displayed is the cast of this show, followed by some ads for it.
This program originated on WLW radio in the 1930's and was called Boone County Jamboree at first, after a county next to where Bavarian was located - Kenton County, Kentucky. Before this program aired on TV in 1948 and simulcasted with radio its name changed to Midwestern Hayride. In the later 1950s it was simply called Hayride. Bavarian's was a pioneer in sponsoring regional prime time television broadcasting by sponsoring this country music program for about six years, until December, 1954.
To promote Midwestern Hayride, Bavarian often supplied newspaper advertisements of country singing stars who would be performing on the program that evening, beginning around 1950. A couple of these ads are below, and , several more featuring specific artists can be viewed in Bavarian's Radio / TV Shows. Also below is an ad featuring the popular square dancing that occurred on the show. Since Midwestern Hayride 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 event, as indicated below. Also, to help fill some voids with national programming, Midwestern Hayride occasionally aired nationally during the 1950s.