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      Sale 2465 | Lot 18
      Estimate: $500 - $750
      • Click Image To Enlarge

      • Sale 2465 Lot 18

        BIRNEY LETTICK.
        "An Ice Cold Cow is not a Bum Steer." Advertisement for Malcolm Hereford's Cows, a 30-proof concoction that debuted 1975. Oil on board. 521x381 mm; 20 1/2x15 1/4 inches. Not signed. Small puncture along to upper left edge. Framed.

        Estimate $500 - 750

        Heublein Spirits hired the Mathiew, Gerfen, & Bresner agency to launch their novely beverage. After market-testing revealed the beverage to be a hit beyond the targeted audience (women ages 18 to 35), the campign's budget was increased from $3 million to $4 million. Billed as "a drink for the nondrinker," ads for Malcolm Hereford's Cows appeared in 18 national magazines including The New Yorker, Psychology Today, People, Newsweek, and Essence.


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