Alex the Dog
Encyclopedia
Alex the Dog was the advertising mascot for Stroh's beer in the 1980s and precursor to Budweiser
's Spuds MacKenzie
. At the peak of his career, Alex appeared in parades, on Good Morning America
, and the Today show. He even inspired a series toys, posters, cologne, shampoo and hand lotion. Hip-hop artist Tone Loc
referenced Alex the Dog in his song "Funky Cold Medina
".
Alex was known for a series of commercials wherein he would fetch beer for his owner. Peter Blum, the archivist for Stroh's, describes Alex's most famous commercial:
The dog who portrayed Alex was Banjo, who was part Golden Retriever
and Irish Setter
. He was found by trainer Alvin Mears of Alvin Animal Rentals at an animal shelter
. Alex served as the Stroh's dog from around 1984 until 1989 when the creators of the Alex the Dog commercials, Lowe Marschalk
, lost the contract with Stroh's (who at the time was the United States third largest brewer). The new campaign tried to take Stroh's in a completely different direction, "Essentially, what they're doing is appealing to a whole different category of drinker ... They are going from a lowbrow image to one that seems almost aristocratic." Critics of the campaign condemned the shift as it tried to sell Stroh's beers as a premium import beer, "something it is not."
Banjo died of cancer
a "few years" after the advertising campaign ended.
In 2011, Alex the Dog was featured along with Spuds MacKenzie
for the Dog Days of Summer by Dirty Beer Hole, a popular online periodical that celebrates beer and its related marketing.
Budweiser
Budweiser is a German adjective describing something or someone from the city of České Budějovice in Southern Bohemia, Czech Republic.Beer brewing in České Budějovice dates back to the 13th century...
's Spuds MacKenzie
Spuds MacKenzie
Spuds MacKenzie was a fictional dog character created for use in an advertising campaign marketing Bud Light beer in the late 1980s. The dog first showed up in a Bud Light Super Bowl XXI ad in 1987...
. At the peak of his career, Alex appeared in parades, on Good Morning America
Good Morning America
Good Morning America is an American morning news and talk show that is broadcast on the ABC television network; it debuted on November 3, 1975. The weekday program airs for two hours; a third hour aired between 2007 and 2008 exclusively on ABC News Now...
, and the Today show. He even inspired a series toys, posters, cologne, shampoo and hand lotion. Hip-hop artist Tone Loc
Tone Loc
Anthony Terrell Smith , better known by his stage name Tone Lōc, is an American rapper and actor.-Early life and career:...
referenced Alex the Dog in his song "Funky Cold Medina
Funky Cold Medina
"Funky Cold Medina" is a hip hop song written by Young MC, Michael L. Ross and Matt Dike, and first performed by Tone Lōc. It was the second single from Lōc's debut album Lōc-ed After Dark . The single was released on March 18, 1989, and rose to #3 on the Billboard Hot 100 the following month...
".
Alex was known for a series of commercials wherein he would fetch beer for his owner. Peter Blum, the archivist for Stroh's, describes Alex's most famous commercial:
During a poker game, one of the buddies says "I could sure go for another Stroh's", and starts to get up. The owner says, "No, wait...Alex...'Woof'...2 cold Stroh's 'Woof'." "Wait 'till you see this...(door opening sound) Just opened the refrigerator...(bottle cap hits the ground) just opened one bottle...(another bottle cap hits the ground), just opened the other...(pouring sound), now he's pouring yours...(pouring sound), now he's pouring mine." The next thing you hear is "lap, lap, lap", and the owner says "Alex! You better be drinking your water!", and the other players laugh.
The dog who portrayed Alex was Banjo, who was part Golden Retriever
Golden Retriever
The Golden Retriever is a medium-sized breed of dog. They were historically developed as gundogs to retrieve shot waterfowl such as ducks and upland game birds during hunting and shooting parties. As such, they were bred to have a soft mouth to retrieve game undamaged and have an instinctive love...
and Irish Setter
Irish Setter
The Irish Setter , is a setter, a breed of gundog and family dog. The term Irish Setter is commonly used to encompass the show-bred dog recognized by the American Kennel Club as well as the field-bred Red Setter recognised by the Field Dog Stud Book....
. He was found by trainer Alvin Mears of Alvin Animal Rentals at an animal shelter
Animal shelter
An animal shelter is a facility that houses homeless, lost, or abandoned animals; primarily a large variety of dogs and cats.Parrots, for example, are the third most common pet owned by people...
. Alex served as the Stroh's dog from around 1984 until 1989 when the creators of the Alex the Dog commercials, Lowe Marschalk
Interpublic Group of Companies
The Interpublic Group of Companies, Inc. is one of the "big four" global advertising holding companies . Headquartered in New York City, it has 41,000 employees and reported full−year revenues of US$6.5 billion for 2010...
, lost the contract with Stroh's (who at the time was the United States third largest brewer). The new campaign tried to take Stroh's in a completely different direction, "Essentially, what they're doing is appealing to a whole different category of drinker ... They are going from a lowbrow image to one that seems almost aristocratic." Critics of the campaign condemned the shift as it tried to sell Stroh's beers as a premium import beer, "something it is not."
Banjo died of cancer
Cancer
Cancer , known medically as a malignant neoplasm, is a large group of different diseases, all involving unregulated cell growth. In cancer, cells divide and grow uncontrollably, forming malignant tumors, and invade nearby parts of the body. The cancer may also spread to more distant parts of the...
a "few years" after the advertising campaign ended.
In 2011, Alex the Dog was featured along with Spuds MacKenzie
Spuds MacKenzie
Spuds MacKenzie was a fictional dog character created for use in an advertising campaign marketing Bud Light beer in the late 1980s. The dog first showed up in a Bud Light Super Bowl XXI ad in 1987...
for the Dog Days of Summer by Dirty Beer Hole, a popular online periodical that celebrates beer and its related marketing.