circa 1903 |
He did like dogs — as far as I know he did not raise them to race or fight — and per the brand's myth, he got the idea of using wee terriers as part of Buchanan's advertising after attending a dog show in 1920. Though this ad, my favorite, is from 1914:
Though it would be a few additional decades before they graced bottle labels, the black and white terriers, Blackie and Whitey, were the focus of Black & White's print campaigns by World War II. Here are two ads, ca. 1942, that help promote the war effort. Note the terriers' shaded ad space features larger than the bottle itself.
The company went with the "The Scotch with Character" slogan for at least two decades as well. And by the 1950s, the advertising campaigns committed to fully establishing the terriers' adorable, playful characters. I mean, look at these little faces:
And now they're playing American football!
And baseball!
And celebrating Christmas, of course!
Here, in a 1957 ad, they are at the beach:
Now, note that the dogs are portrayed as lifeguards. They're positively dependable, like the whisky. Keep that in mind when you look at this beach-themed ad from 1974:
So, comedy(?), I guess?
Either the dog is turned on by human women, specifically human women who have undergone the sexual humiliation of a suit top slipping in public. Or that humiliation is seen as funny? Or women are being lowered to the level of dogs. Or all the above? And why? And how does that sell whisky?
Not all of their '70s ads were this baffling, but with the whisky industry's historical and current abysmal treatment of women, I thought I'd just dump this one onto the fire.
Let us now cleanse our palate with an image of happy doggos.
We can ignore the awkward cutting and pasting within the image. And the weird background. And that either the dogs or the bottles are in the wrong order. Let us instead focus on the simplicity of the idea. Two dogs, two whisky expressions.
The Extra Light version didn't last long, even in dog years. But Blackie & Whitey live on.
A cheesy hashtag as well as awards won by everything in a bottle, yes. But at least Whitey isn't chasing someone else's tail.
Image sources:
--MacLean, Charles. Scotch Whisky, A Liquid History. London, UK: Cassell Illustrated, 2005.
I've gone through the whole of your B&W series so far, and it's been a lot of fun, thanks for the good research and good writing - also, thanks for the bad drinking! The historic perspective is very interesting, even though the current state of blended Scotch is what it is. A few years ago I bought a bottle of B&W as part of a temporary interest in the blended Scotch market, but I gifted it recently. Like you, I realized there's only so much one can drink in a life time, so we have to choose wisely.
ReplyDeleteAnd man, were the '70's crazy, together with our (my) parents' entire generation! Those people lived like there was no tomorrow - and how were they disappointed!