REMEMBER WHEN
1957 60
IBI
November 2012
I
n 1957, bowling was gaining fans. Centers were no longer considered a smokey, male hangout for beer swilling bowlers. There were 131,253 members of YABA, the youth organization; ABC membership was 2,225,000 and steadily climbing and 868,603 ladies joined the WIBC. The “Beer That Made Milwaukee Famous� wanted a promotion vehicle that was equal in popularity. Bowling was a perfect match. Just look at the cross section of the working world gathered together to bowl, schmooze, relax, compete, flirt and generally have a pleasant evening out. There are so many aspects to this ad; it is a multilayered, eye-catching, product promoting piece. Every character tells a story! Beer was just one facet of the scene; bowling was the prime mover around which all else