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| Mothra, copyright 1961 Toho Co., Ltd. |
Bireley's
by Armand Vaquer
One of the earliest examples of product placement in Toho’s daikaiju eiga movies during the Showa (or Golden) Age of Japanese giant monster movies was an ad in Godzilla (1954) for a Japanese motorcycle company. Another example was Bireley’s soft drinks.
Around 1923, Frank W. Bireley was a student of very modest financial means and was trying to earn his way to attend Stanford University in Palo Alto, California. He bought an orange squeezer and a few crocks and began to squeeze orange juice and made orangeade. He offered it to restaurants, hotels and campus eating clubs in the area.
In two months, Bireley's business had grown so big that he quit school and moved to Hollywood, California where he was soon able to buy orange squeezing machines. By 1939, his company was squeezing 144,000,000 oranges a year.
In 1930, Bireley's introduced the orange soda drink. Bireley's was a pasteurized fruit drink made from blended fruit juices, and was not carbonated.
Bireley's began to market other fruit drink products in the United States and around the world. Bireley's was licensed in several Asian countries, including Japan. In Mothra (1961), a Bireley's sign is prominent in a scene as Mothra's larva makes its way to Tokyo Tower. The Bireley’s sign has turned up in other Toho kaiju movies.
Bireley's is still available in Japan.
16 comments:
believe it or not...when I was in Elementary School ( 1968) a good friend of mine was Frank Bireley. We went to Wilbur Avenue Elementary in Tarzana, CA. He was the Grandson...I can remember he was facinated with Dinosaurs. Now I know why!
That's funny. I live not too far from Wilbur Avenue Elementary School. It is a small world!
Thanks for your story!
in the early 1940s i walked by the bireleys plant there off of santa monica boulevard in hollywood on my way to bancraft junior high. glorious aroma as the oranges were drumped into the plant. every so often the workers would hand me a bottle to drink.
I just dug up an old Bierley's bottle in my yard tonight.... never heard of it so have been googling around. I'm interested to know when it stopped selling in the US and became a Japan-only thing considering it started in the US...
Siri, I've no idea when it ceased production in the U.S. (if it has) or became only available in Japan. I looked at it from the standpoint of the sign shown in "Mothra." According to Japaneses sci-fi historian August Ragone, Bireley's was the favorite soft drink of special effects director Eiji Tsuburaya. That's probably why he included the sign in the movie. If you find out anything, feel free to post here. Thanks! - A.
My father started with Bireley's delivering cases to retail establishments. I recall the Bireley's plant on Mansfield Ave. in Hollywood. We moved to Dallas when my father was promoted to a franchise salesman. It was tough selling Bireley's franchises in Dr. Pepper country. I could see the Dr. Pepper headquarters from our house in North Dallas. In the summer, I got to travel around Texas with my father.
I am one of the grandsons. My brother is Frank. We both went to Burmar. I am currently in Atlanta and my brother is in Dallas.
Welcome aboard! Do you know if your grandfather's products are still available in the United States? Do you know what is the current status of his company? Thanks! - A.
At a Bireley reunion in 2000. We ordered a pallet of Bireley's grape and orange from a Milwaukee bottling or brewing co. They have the bottling rights here in the states.
Roger
Bireley's fruit drinks were served at Philadelphia area elementary schools during what is now called "nutrition" break. It was them or milk!
But the health department found the percentage of actual juice so low that the City sued them or at least cracked down on their school use. The taste was wonderful but my Mother made me take milk!
I own an advertising firm that did billboards for Bireley's in the 1940's. The billboards featured 2 teenagers (like Mickey Rooney and Judy Garland) drinking the soda. I've only sen these in black & white and was wondering if anyone has images of these in color. Here's a link to the images.
http://phcreative.com/ourpast1940s7.html
earlytrane said...
I lived near the Bireley's plant in Hollywood, just off Santa Monica. Used to see the trucks rolling in from (I'm guessing) Orange County, loaded with oranges opn their way to Bireley's plant. I'd also see trucks loaded with orange peelings and pulp leaving the plant. Incidentally, I too went to Bancroft Jr. High.
Lived in tarzana 63, interesting but have been looking for Bireley's Orange for years. Loved the taste and the fact that it contained some pulp. Wish it would come back.
In the late 50's, I'd walk home from Bancroft Jr High in Hollywood and pass by the Bireley's plant on Mansfield. There was a company lunch room with a Bireley's dispensing fountain right off the sidewalk just inside the open plant door The workers would let us fill up cups of orange and grape soda. I think they just liked the cute girl I was with.
Vorndor@aol.com
I restore old soda machines and had come along by an old Bireley's orangeade cooler from 1938 if you are interested I can provide you some photographs the cooler is completely restore top to bottom and looks better then knew if you are interested feel free to give me a call at 717-659-0000 thanks Vic
Fascinating comments. My family is connected to a similar small business (Dimestore chain) now long gone and hard to find memorabilia.
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