Old Style and Schlitz - now THERE’S a couple of names from the past!
“With a declining market share in Chicago hovering around twenty percent, Heileman hired Jerry Della Femina who was considered a bit of an innovative maverick in the advertising business.
With his agency headquartered in Manhattan in New York, Della Femina, however, seemed to be somewhat out of touch with Chicago, its history and perhaps its demographics.
At the 1990 All-Star baseball game held at the Chicago Cub’s Wrigley Field, at the time with its outfield walls covered in summer ivy splendor, the ad executive, who was seated in the park’s Old Style hospitality suite, turned and commented to a group of fellow executives. ‘Isn’t Comiskey Park wonderful?’ he said, referring to the American League park on the South Side of Chicago.”
Nothing like knowing your target audience.
From Beer: A History of Brewing in Chicago by me, Bob Skilnik.
How about Edelweiss?