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Squirt
The time was 1938 and America was facing the Great Depression.
It was a time for new ideas and hard work. A man who advanced one of those ideas was Herb Bishop, who experimented with Citrus Club, a regionally popular non-carbonated soft drink bottled in Phoenix, Ariz. Bishop created a new carbonated drink that required less fruit and less sugar. In Bishop’s opinion, it was the freshest, most exciting taste in the marketplace. He named it Squirt.
Bishop and his partner, Ed Mehren, understood the need for promotion and advertising to compete in the soft drink marketplace. In 1941, they created a likable character and named him “Little Squirt” to personify the brand. The appeal of “Little Squirt” was immediate and Bishop subsequently broadened the brand’s attraction to consumers and trade alike.
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