Text of Red, White and Blue Beer radio commercial

Last updated: August 3, 2020

This blog post is dedicated to Ricky Van Veen, since we both share an appreciation for vintage quality capitalism.

Here’s a transcript for an old radio advertisement for the sale of Red, White and Blue Beer. It was printed in the book Ogilvy on Advertising because it increased the beer company’s sales by 60 per cent.

ANNOUNCER: And now, another inflation-fighting message from Mr Harmon R. Whittle.

WHITTLE: One of the biggest strains on our budget is the foreign aid program. Each year, we send billions of dollars worth of planes, computers, tractors and things to foreign countries… Then we pay technical advisers to train them how to use it all. This is expensive.

A more responsive form of foreign aid would be to send them beer. American-made Red, White and Blue beer.

Red, White and Blue is less expensive than planes or computers. So we’d save a bundle, right off. It costs less than other premium-quality beer, so we’d save on that. And Red, White and Blue is easier to teach people to use than a computer. So we’d save on technical advisers, too.

And if there’s any doubt whether our international popularity would increase, ask yourself this: if you lived in one of those hot, dustry countries, what would you rather have? A computer, or an ice-cold, Red, White and Blue? It’s an honest beer. At an honest price.

ANNOUNCER: Mr Whittle’s comments do not necessarily reflect the views of this station. They do however, reflect the views of the RWB Brewing Company, Milwaukee.

It’s an old book that discusses TV as a relatively new marketing phenomenon. I wonder what year this ad was written?

What you should do next...

1.Subscribe to my free Friends Newsletter.

You'll get exclusive life hacks, business research, top tech gadgets, and see new productivity tips. See why 18,000 people say it is one of their favorite emails.

2. Get your 2-page Party Checklist from my book, The 2-Hour Cocktail Party

With over 19 things you can do right now to improve your next party. Plus an Executive Summary of the key lessons inside my book.

3. Read this list of my 39 Best Travel Items.

These are my battle-tested travel items. From electronics, batteries, and adapters to toiletries, organizers, my favorite backpack, and more.

4. Follow me on my social media.