As I research his life and work, what I admire about the Pabst advertising manager A. Cressy Morrison is that he liked to express himself in writing.
For Pabst that meant writing ad copy, including the Secret booklets along with ads that appeared in national magazines.
In his book The Pabst Brewing Company historian Thomas Cochran wrote: “In 1895 Cressy launched a three-year campaign for the beer and Tonic in Harper’s weekly and other magazines based on the general idea that brewing began in Egypt, developed in Germany, and reached perfection in America. The copy was built around large pictures, Egyptian the first year, German the second, and American the third. Advertising Experience, in January 1898, hailed the campaign as an innovation.”
Amazing how Cressy linked the history of beer to his Pabst products.
He identified Pabst as one company in a long line of beer-makers, beginning with the Egyptians.
The idea made for wonderful copy in the ads.
Cochran’s accolade for Cressy certainly makes sense.