Tag Archives: champale

Champale Anyone?

Champale - 1966 Ad
Champale - 1966

Not too long ago I discovered Gono.com, a site that, among other things, chronicles the evolution of print advertising and has thousands of magazine ads spanning the entire history of the medium. As a marketing geek, all be it a search marketing one, I find myself pouring through these old ads for inspiration and, more often than not, laughs. I thought that I would share my most recent gem of advertising history – Champale.

Never hear of Champale? If you haven’t, then shame on you. It is, after all, the Champagne of malt liquors. Some quick background: Champale has been in constant production since 1939 and, not too surprisingly, is currently made by Pabst Brewing Company. It comes in four, yes four, flavors: Golden, Pink, Dry, and Red Berry, which makes it the kool-aid of alcoholic beverages. But this post is not about the drink, it is about the marketing strategy.

Champale - 1971 Ad
Champale - 1971 Going for the dumb white guy demographic

Champale ads from 1964 through 1989 and it is a fascinating study of how a company adjusts it’s message to two separate demographics. It is also an interesting look at how white “Mad Men” viewed black culture and how they tailored their ads to show a lifestyle that their studies probably told them black people aspired to. Personally, I am white and I was not around then so I have no idea if these ads represent the idea of a dream lifestyle for the average black person circa 1966 but I have a feeling that they probably do not. Continue reading Champale Anyone?