Life, 1913-01-02 · page 3 of 44
Life — January 2, 1913 — page 3: what you’re looking at
What you’re looking at
This is primarily **advertising content**, not satire or political commentary. The page promotes Johnnie Walker whisky's new "Protective Bottle" design, featuring a patented valve system. The small illustrated figure (right side) appears to be **Johnnie Walker**, the brand's iconic mascot—a jolly gentleman in top hat and tailcoat, dated "Born 1820—still going strong." This personified brand character was central to the whisky's marketing identity. The ad emphasizes the bottle's practical innovations: no waste, no spillage, no corking needed, and guaranteed quality consistency. The "Red Label" and "Black Label" designations referenced in the text refer to Johnnie Walker's actual product lines distinguished by aging requirements. **WILLIAMS & HUMBERT** served as the American agents. This reflects the magazine's commercial nature—Life published paid advertisements alongside satirical content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Esme The While it might, with a great deal of trouble, be possible to get something back into this new “ Protective ” Bottle—such a possibility isso remote that this bottle affords ample protection to all those who want to feel sure of their whisky, and all those who want to see that such good judges are served to their satisfaction. VAIL? R E D Label (Every drop over 10 years old) BLACK Label (Every drop over 12 years old) This wonderful “ Protective’ Bottle has joined forces with the “squint” label to guarantee that when your whisky is poured out, every single drop is exactly the same as when it went into that Johnnie Walker ‘‘ RED Label” or “ BLACK Label” Bottle. To safeguard these ages, the policy of the distillers for the future is the same as their policy of the past First and foremost to see that the margin of stocks over sales is always large enough to maintain the unique quality. The advantages of this new bottle are:— 1. No waste. 2. No spilling. 3. No corkscrew needed. 4. No “corked” liquor. 5. No decanter necessary. 6. No dirt or contamination possible. 7. No pieces of cork to capture. 8. No substitution or adulteration possible. g. No skill or strength needed to open or pour. to. No contact of anything but porcelain and glass tr. NO INCREASE IN PRICE. {with the whisky. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. . WILLIAMS & HUMBERT, Agents, 1158 Broadway, New York. Patent that) protects the Public, and the Purveyor) Born 1820——— — still going strong. How to pour Tilt the bottle quickly, nearly upside down. If the whisky does not flow freely, give the bottle a slight shake to set the valve in motion. If you have any difficulty in obtaining Johnnie Walker inthe new“*Protective” bottle, send us a postal card with the name of your dealer, and we will see that you are supplied. comicbooks.com