I’ve touched on this before; the “new marketing” toward women, who were becoming major consumers of more than just groceries and diapers. Or, well, of course they always had been, but men who sold the stuff were finally beginning to notice…

I could crack up at the idea that vodka and gin are subtly lumped in with “lady drinks.” Sure, if you fill the glass with juice and/or soda first. And not for nothing is vodka often referred to as “training wheels.” It blends in and disappears inside a lady drink, after all. But more amusing is the series of messages about the whiskey itself; it tastes mild but packs a punch. It’s distilled in small dainty batches instead of big crude ones. They’re empowering woman to drink like a lady and a man at the same time. Be a tasteful drunk. 

Or a sexy one! This grabs the attention in a whole different way. Targeting the same crowd, but much more effectively, I think. It seems to me that the first ad appeasrs to be targeting women, but it’s really targeting men. “Give her this; she won’t realize how strong it is.” But the second one is selling to women while teasing their men. I think I’m for that.

From May 21, 1965 LIFE magazine, more to follow.