The Award-Winning Taste ad, which also shows a globe,  actually took the bottom of two pages.

1957 - 1966

Bavarian Brewing Co. decided to develop a new image for their beer starting around 1955. But it wasn't only because their sales had declined over the past couple of years.  In the early 1950s both Bavarian and a Wisconsin brewer wanted the exclusive use of "Old Style" for their brand.  Even though Bavarian had a Trademark for their brand name brand including "Old Style," the Trademark Office ultimately decided against Bavarian. Bavarian agreed to modify the name of their beer in 1955. However, in doing so, they also wanted to improve their image and marketing. In late 1956, Bavarian hired the design firm of Lippincott & Maguiies (L&H) to create a new logo, label and package plan and engaged Calkins & Holden (C&H) ,both located in New York City, to create and advertising campaign. The brewery officer and Marketing Director in charge of this was Louis L. Schott.


(For more information about this see 8. Post WWII (bottom of the page) and  9A. The New Look.)

Bavarian Select 12 oz Bottle.jpg

From research conducted, it was decided to discard the "old" image of the beer and adapt a more colorful and contemporary image along with changing the brand from Bavarian's Old Style to Bavarian's Select Beer (or Bavarian/s). Essentially, the word "Select" in the new name replaced the words "Old Style" in the former name. Dozens of different label designs were considered, and the one selected by Bavarian is as shown above and in the illustrations.  This rebranding process distinguished Bavarian/s from the other local brewers and was not confined to simply a change in their beer label.

Having a new brand name required Bavarian to change their packaging, repaint their fleet of a few dozen trucks, develop a new advertising campaign, phase out the "Old Style" beer as they brought in the new Bavarian/s beer, create new promotional items, etc. It was a major investment and undertaking for the owner's of the brewery. The ad on the left introduces the new label in May, 1957. It was followed by the ads below through the end of the year that featured different themes, e.g. "frosty...", "refreshing...", "lively...", "smooth...", and "mellow...". All these ads appeared as black and white in papers, as shown in the first ad below, but were attractively colorized for displays and promotions, similar to what is shown. 

UNGLAUBLICH.  Bavarian/s ... like old-county beer. 

To help introduce a secondary theme in 1957, and pave the way for some  additional use of a few German words in future advertisements in the following year, Bavarian introduced some cartoon like images starting with Unglaublich, meaning Incredible or unbelievable. 

Vas you efer in Zinzinnati? The use of German expressions, such as the aforesaid phrase, had been used with advertising in Cincinnati decades earlier.  The area had a strong German heritage and the new advertising was attempting to connect this heritage along with the name of the beer and certain specific German words. This was extended into the next part of the advertising campaign, and by having a Bavarian Girl.  


Having a young lady to serve as an ambassadress for Bavarian, and to be known as the Bavarian Girl, was part of the strategy of the Bavarian Brewing Co.'s ad agency, Calkins & Holden. It was also supported by their design firm, Lippincott & Margulies, also based in New York City. To find the Bavarian Girl, Bavarian Brewing Co. launched a search for a local young and wholesome lady to represent Bavarian's Select Beer in late 1957. The winner would visit Germany with photo sessions used in ads to help promote the beer locally. The winner and Bavarian Girl of the Year was Brenda Cotter. Brenda was from Dayton and had graduated from Julienne High School in 1956. Previously, she did some modeling and entered some beauty pageants. She was crowned Azalea Queen of Montgomery Co., OH in 1955. After high school, she worked at Cypress Gardens in 1956 and was crowned Grapefruit Queen later that year. In 1957 she returned to Dayton to be involved in a few Dance Party shows on WLW-D.  Late that year she was selected to be Bavarian Girl of the Year - for the following year. With her title she traveled to various parts of Germany in early 1958.  Afterwards, in late 1958, she became a model for a shampoo brand and appeared on a couple of CBS shows.  She returned to Dayton later that same year and, being an enterprising lady, opened Brenda Cotter Models that same year. It operated until around 1960. No  further additional information about her has been obtained. However, if you know what happened to Brenda, please let us know

As Brenda was being introduced, she was also used in an ad for Bavarian/s Bock Beer. In the other ads below, various  German words were utilized with the Brenda ads. They included Auf Wiedersehn (goodbye) - when she left for her trip to Germany. Expressions used to describe Bavarian/s were; Gemütlichkeit (friendliness / comfort), Fasching (exciting and happy), Bierliebhaber (beer lover), Sehr güt (very good), Fantastisch (fantastic), Fabelhaft (terrific), Schön (beautiful), Prosit (to your health) and Jawohl (yes siree).