In the 1940s as America entered the postwar period, Pepsi-Cola's advertising included radio jingles, skywriting, and a vigorous print campaign using a number of popular cartoonists. There was an extended series of print ads by New Yorker cartoonist Robert Day which echoed Pepsi's radio and skywriting promotions while also reflecting many of the extensive social and political changes taking place in the world. These ads appeared in Time, The New Yorker, and no doubt other publications. But first off, here are two examples of the jingle, which is referenced in more than one print ad:
"Pepsi-Cola Hits the Spot"
Radio ads from 1939 and 1950 with the jingle
American troops liberating a European village are greeted with the unlikely news that the populace is familiar with the Pepsi-Cola jingle.
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| "They want to know if we've got any Pepsi-Cola. Seems they heard the Pepsi-Cola jingle on the underground radio." Robert Day Pepsi-Cola advertisement 1944 |
Postwar inflation was a real concern, but Pepsi could boast that its price was a stable five cents.
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| "No doubt about his ceiling prices being posted." Robert Day Pepsi-Cola advertisement 1944 |
Victory Gardens allowed citizens to grow extra produce locally. Robert Day's ad suggests vegetables could be bartered for ice cold Pepsi-Cola.
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| "Since Joe put up his stand, the Victory Gardens are booming." Robert Day Pepsi-Cola advertisement 1944 |
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When caddies are in short supply, golf clubs are expendable but Pepsi-Cola is not.
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| "They could only get 4 boys—so J.V. said the heck with his golf clubs." Robert Day Pepsi-Cola advertisement 1944 |
The 1944 Presidential election pitted incumbent Democrat Franklin D. Roosevelt against Republican Thomas E. Dewey, both New Yorkers. The words to Pepsi's jingle may be spotted on a convention sign. Was either convention this unconventional?
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| "...It was his postwar plank of plenty of Pepsi-Cola for everybody, that touched off the demonstration." Robert Day Pepsi-Cola advertisement 1944 |
A 1945 wartime ad, no doubt meant for national consumption, suggests a midnight curfew in New York City. But Sam Roberts, writing in 1995 for the Times, noted, "The national curfew was midnight, but Mayor La Guardia insisted that New Yorkers be allowed to drink, legally, until 1 A.M."
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| "Have we time for a couple of Pepsis before the curfew?" Robert Day Pepsi-Cola advertisement 1945
Image added May 19, 2019
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| "If we only had two shiploads of Pepsi-Cola we could stop all this unrest." Robert Day Pepsi-Cola advertisement 1945
Image added May 19, 2019
https://www.google.com/search?safe=off&biw=1440&bih=749&tbm=isch&sa=1&ei=q6_TXLX9Bu2H_Qatq6_wBw&q=%22Robert+Day%22+Pepsi-Cola&oq=%22Robert+Day%22+Pepsi-Cola&gs_l=img.3...11572.22051..37827...2.0..0.145.1461.24j1......1....1..gws-wiz-img.......35i39j0j0i67j0i10j0i5i30j0i8i30j0i30j0i24.4xQlDaYW738#imgrc=3CFfPx59oCI8QM:
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Pepsi worked hard to get its name displayed in the air and the print ads reflect this major aspect of the soft drink's promotion. The source for this ad says it appeared in Ebony, which would date it to the end of 1945 or later. More concerning, the ad contains racial caricatures, yet it was deliberately marketed to the black community. That seems seriously misguided at best.
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| "That means mission successful—ice the Pepsi-Cola." Robert Day Pepsi-Cola advertisement Ebony, 1945 or later |
Day's art allows us to envision the mass-caffeination of an entire factory.
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| "Now watch our production jump." Robert Day Pepsi-Cola advertisement 1945 |
The postwar housing shortage was serious, but perhaps it could have a cola-infused bright side. The bishop's crook lamppost leaves no doubt that we are looking at New York City. (It's visible in the ceiling prices and curfew drawings above as well.) Pepsi was based in Long Island City.
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| "What do we care if we have to move in with four or five other families[?] Look how convenient it is." Robert Day Pepsi-Cola advertisement Time, June 3, 1946, page 37 |
"Many cities vied for the honor of hosting the UN Headquarters site, prior to the selection of New York City. The selection of the East River site came after over a year of protracted study and consideration of many sites in the United States."
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| "Come, come, gentlemen! At this rate we'll never find a U.N. site." Robert Day Pepsi-Cola advertisement Time, November 18, 1946, page 39 |
The jingle "Pepsi-Cola Hits the Spot" features prominently in this Time magazine ad. Readers presumably would have been familiar with it.
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| "Henry says that's the only good news on the radio these days." Robert Day Pepsi-Cola advertisement Time, January 20, 1947, page 39 |
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| "Then it was my turn, and since my repertoire was completely exhausted, the only genuinely American song I could think of was 'Pepsi-Cola Hits the Spot!' which they applauded as loudly as the others, although they said such a wine was unknown in Kazakstan, and inquired from what grape it was made." Robert Day Pepsi-Cola advertisement Text from W. L. White, Report on the Russians, Harcourt, Brace and Company, page 211. |
Skywriting diplomacy:
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| "Look, Ivanovitch, the American Delegation is arriving!" Robert Day Pepsi-Cola advertisement Time, March 10, 1947, page 35 |
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| "The railroads are certainly going after business these days." Robert Day Pepsi-Cola advertisement Time, August 4, 1947, page 25 |
The skywriter up close:
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| "...she's jet propelled—does 604 an hour and writes Pepsi-Cola in eight foreign languages." Robert Day Pepsi-Cola advertisement Time, October 27, 1947, page 41 |
The Queen Mary stocks up on high-end goods:
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| "Now I know why they say everyone travels first class on her." Robert Day Pepsi-Cola advertisement Time, November 24, 1947, page 41 |
Trains, cruise ships, airplanes, and now helicopters feature in these Pepsi ads. Curiously, Day's bold inking gives unusual prominence to an onlooker's bald spot. It's not an accident; he does something similar in the following three ads as well.
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| "That's what I call smart merchandising." Robert Day Pepsi-Cola advertisement 1947 in Bryan Holmes, Advertising: Reflections of a Century (London: William Heinemann, Ltd., 1982) |
In 1947, there was a new angle to the office Christmas bonus.
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| "...and in addition to your bonus checks, on account of the many deductions for taxes, social security, etc., etc." Robert Day Pepsi-Cola advertisement Time, December 22, 1947 |
Round table diplomacy:
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| "The Ambassador says his country will settle for 12 cases of Pepsi-Cola." Robert Day Pepsi-Cola advertisement c. 1954 |
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| "...he's the editor of 'Gourmet Magazine'." Robert Day Pepsi-Cola advertisement The New Yorker, 1950s |
Note: There could easily be dozens of other Pepsi ads by Robert Day. Readers with access to any of these, or with better scans of the ones shown here, may send them in for inclusion in this post. Needless to say, original advertising art from this campaign would also be welcome.
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