NO SLEEP FOR THE CAFFEINATED

Royal Crown helps consumers to stay awake at the movies.

Lauren Bacall brings her special brand of smoky sex appeal to this magazine advertisement for Royal Crown Cola, made as a tie-in with her 1946 film noir The Big Sleep. RC was launched in 1905 by Union Bottling Works—a grandiose corporate name for some guys in the back of a Georgia grocery store. The story is that the drink came into being after grocer Claud A. Hatcher got into a feud with his Coca Cola supplier over the cost of Coke syrup, and essentially launched RC out of equal parts entrepreneurialism and spite. Union Bottling Works quickly had a line of drinks, including ginger ale, strawberry soda, and root beer.

However humbly RC Cola began, the upstart had truly arrived by 1946, because The Big Sleep, co-starring Humphrey Bogart, was an important movie, and Bacall was a huge star. She was only one jewel in the crown of RC’s endorsement efforts. Also appearing in ads were Rita Hayworth, Veronica Lake, Joan Crawford, Virginia Mayo, Paulette Goddard, Gene Tierney, Ann Rutherford, Ginger Rogers, and others. Bacall flogged RC for at least a few years, including starring in tie-in ads for Dark Passage, another screen pairing of her and Bogart that hit cinemas in 1947. You see one of those at bottom. We can only assume these ads were wildly successful. After all, it was Bacall.

The Big Sleep, Dark Passage, Lauren Bacall, Humphrey Bogart, Veronica Lake, Ann Rutherford, Virginia Mayo, Joan Crawford, Paulette Goddard, Gene Tierney, Rita Hayworth, Ginger Rogers, magazine art

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HISTORY REWIND

The headlines that mattered yesteryear.

January 23

1912—International Opium Convention Signed

The International Opium Convention is signed at The Hague, Netherlands, and is the first international drug control treaty. The agreement was signed by Germany, the U.S., China, France, the UK, Italy, Japan, Netherlands, Persia, Portugal, Russia, and Siam.

January 22

1946—CIA Forerunner Created

U.S. president Harry S. Truman establishes the Central Intelligence Group or CIG, an interim authority that lasts until the Central Intelligence Agency is established in September of 1947.

January 22

1957—George Metesky Is Arrested

The New York City “Mad Bomber,” a man named George P. Metesky, is arrested in Waterbury, Connecticut and charged with planting more than 30 bombs. Metesky was angry about events surrounding a workplace injury suffered years earlier. Of the thirty-three known bombs he planted, twenty-two exploded, injuring fifteen people. He was apprehended based on an early use of offender profiling and because of clues given in letters he wrote to a newspaper. At trial he was found legally insane and committed to a state mental hospital.

January 21

1950—Alger Hiss Is Convicted of Perjury

American lawyer Alger Hiss is convicted of perjury in connection with an investigation by the House unAmerican Activities Committee (HUAC), at which he was questioned about being a Soviet spy. Hiss served forty-four months in prison. Hiss maintained his innocence and fought his perjury conviction until his death in 1996 at age 92.

January 21

1977—Carter Pardons War Fugitives

U.S. President Jimmy Carter pardons nearly all of the country’s Vietnam War draft evaders, many of whom had emigrated to Canada. He had made the pardon pledge during his election campaign, and he fulfilled his promise the day after he took office.