Friday, October 31, 2008

NORMAN ROCKWELL: ORANGE CRUSH



Crush International, as it is known today, was just a soda pop company in 1921. Its original name was The Orange Crush Company in 1916 when the business started. At the time of these advertisements, the company made three flavors of Crush, Orange, Lemon and Lime. The advertisements were published in a wide variety of magazines. Collier's, The Literary Digest, The Youth's Companion and The Christian Herald are just a sample of the distribution.
The Contract with Crush was the only contract Rockwell ever accepted for advertising work. The contract called for twelve paintings at a compensation of $300 per ad. That seemed and indeed was a lot of money at the time. After the first couple of paintings, he had to really stretch for additional ideas. He even tried reciting one of Crush's slogans, "The Delectable Refreshment," over and over for inspiration. More ideas for new paintings were still difficult. Rockwell also felt hamstrung by one restriction placed upon his paintings by the company. That restriction: the product had to appear in the painting and the label had to be legible and readable.
Rockwell gives his thoughts on the matter in his autobiography, My Adventures as an Illustrator:
"By the time I got to the eleventh and twelfth picture I was dreamimg about bottles of Orange Crush Soda Pop - long lines of them - quart size, regular size, marching down on me with all the labels distinctively readable. A stampede of bottles. I'd wake up in the middle of the night screaming, ORANGE CRUSH, ORANGE CRUSH!"
He was apparently approaching the limits of his creativity by the completion of the twelfth painting. Norman Rockwell never again accepted a contract for multiple paintings. He felt another contract would again hamper his creativity.



Lemon Crush, The Home Run


A player for the New York Yankees has just hit a home run. The fans in the stands are ecstatic.
One fan, an older man on the front row, is so happy that he buys the home run hitter a Lemon Crush.
I do not know why Rockwell didn't paint the Lemon Crush bottles yellow. Maybe this particular flavor of Crush was clear, instead of colored.
The ad copy reads as follows:
Like Lemon?
Drink Lemon Crush.
Lemon Crush, like its companion drinks, Orange Crush and Lime Crush, is served delightfully carbonated and cool. These three drinks are delicious and dependable because their flavors are genuine blends fruit oils, fruit juices and citric acid from lemons, oranges or limes, granulated sugar, certified food color and carbonated water.
At Fountains or in Bottles
Guaranteed under all pure food laws, Federal and State.
Send for free booklet "How the 'Crushes' Are Made"
Prepared by Orange-Crush Co.Plamt and Laboratories, Chicago
Research Laboratory, Los Angeles
No doubt sales of Lemon Crush hit new highes after Rockwell painted for the company.



Lime Crush, The Bribe


A youn lady has just been pulled over by a policeman. Or maybe he is a sheriff. This was painted before police uniforms became commonplace.
We do not know her infraction. Maybe she was speeding. She certainly wasn't talking on her cellphone.
She offers the officer a Lime Crush. Maybe he will let her go. Or maybe he will drink her Lime Crush and then write her a ticket.
Rockwell actually painted the Lime Crush bottles green, instead of clear. There is another copy of the ad published in another magzine. That copy was published in full color.
The ad copy reads as follows:
Like Limes?
Drink Lime Crush.
This latest addition to the "Crush" family has a distinctive lime flavor, equal in deliciousness to Ward's Orange Crush and Lemon Crush. These flavors are blends of fruit oils, fruit juices and citric acid from oranges, lemons and limes.Get the genuine.
At Fountains or in Bottles
Guaranteed under all pure food laws, Federal and State.
Prepared by Orange-Crush Co.Plamt and Laboratories, Chicago
Research Laboratory, Los Angeles
No doubt sales of Lime Crush were boosted after Rockwell painted The Bribe for the company.



Orange and Lemon Crush:
One Touch of Nature


Rockwell's job for The Crush Company was to make sure that the Crush label on the bottle was clearly readable in the advertisement. This mandate sometimes limited his creativity.
Here we see six Crush enjoyments. All ages and genders are portrayed. We do not know whether these folks are all members of the same extended family. Or did they all just happen to be at the same soda fountain at the same time?
The headline "One touch of nature make the whole world kin" implies that they are not related by family. Their love and appreciation of Crush drinks is what has brought them together.
The ad copy reads as follows:
"One touch of nature makes the whole world kin"
Like Oranges? Drink Orange Crush.
You'll register joy. too, if you always make it a point to secure genuine Ward's Orange Crush, Lemon Crush and Lime Crush. Sold in all good places - at fountains or in bottles.
Guaranteed under all pure food laws, Federal and State.
Like Lemon? Drink Lemon Crush.
The delicate and delicious flavors come from blending fruit oils, fruit juices and citric acid from oranges, lemons and limes, purest sugar and carbonated water.
Prepared by Orange Crush Co. Plant and Laboratories, Chicago. Research Laboratory, Los Angeles.
Without a doubt, retail sales of both Orange and Orange Crush achieved new highs after Rockwell painted One Touch of Nature for the company.



An Orange Crush


A young man and a young lady are enjoying a soda at the fountain. They are obviously enjoying each other's company. But they are also sharing a refreshing fountain soda with an orange tint.
An older patron of the soda shop arrives. It is July and hot outside. He notices the young couple and their orange soda fountain drink.
The older gentleman is sold! It's almost like the line from the famous movie: "I'll have what they are having!"
The ad copy reads as follows:
Like Oranges? Drink Orange Crush.
Deliciously carbonated drinks, each distinctive with the range of the fruit itself - such as Ward's Orange Crush, Lemon Crush and Lime Crush. Flavors are genuine - real blends of fruit oils, fruit juices and citric acid from oranges, lemons and limes, purest sugar and carbonated water.
At fountains or in bottles.
Guaranteed under all pure food laws, Federal and State. Send for free booklet, "How the 'Crushes' Are Made."
Prepared by Orange Crush Co. Plant and laboratories, Chicago. Research Laboratory, Los Angeles.
No doubt The company experiences exploding sales when Rockwell painted for the company



Young Girl with Orange Crush


It is July and hot as the dickens outside. A boy has just come inside. He is perspiring. He is hot. But most of all he is thirsty!
The first thing he sees after he comes inside is his sister. She is drinking a cool refreshing bottled soda. She is smiling. She is cool. But is she sharing?
We aren't told whether or not this is the last bottle in the house. Let's hope the household is well stocked with Crush. Otherwise we may have a begging battle on our hands.

Image: Copyright © 1921 The Orange Crush Company
Copyright ©2005-2008 Best Norman Rockwell Art.com.
Graphic Files Protected by Digimarc.

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