Sugar’s got what it takes!

Enjoy this full-page advertisement that appeared in the March 4, 1966 issue of TIME magazine, and imagine that appearing today, lo these 43 years later when “sugar” has become a dirty word.

1966 sugar ad in TIME magazine

Click to enlarge

“Mary got to school early for Student Council. Her team won in gym. After rehearsal, she’ll Watusi with the gang.” Yep, she’s doing the Watusi, all right.

“She needs sugar in her life. For energy.” And that won’t be fattening at all, because she’s so active. And so are you! Right?

“She needs energyless, artificially sweetened foods and beverages like a turtle needs a seat belt.” Well, also they were using saccharine in those days, and saccharine tasted like ass.

“Sugar swings. Serve some.” Just … wow. They actually come right out and say it. Yeah you rite.

I’m convinced. I’m flushing the Splenda! Sugar swings!

Seriously, as the ad says, it’s only 18 calories per teaspoon, not even half of a WeightWatchers point. So put a teaspoon of sugar in your coffee or tea, because it tastes better than the artificial crap. (Remember that a can of soda contains seven to ten teaspoons of sugar, though. Most diet sodas taste like ass to this day, but I do like Coke Zero, especially with a few dashes of Angostura Bitters, Fee’s Aztec Chocolate Bitters or Bittermen’s/The Bitter Truth’s Xocolatl Mole Bitters in it. Mmmm!)

Thanks a million to Mary for emailing this. (No, not the Mary in the ad.)

6 Responses to “Sugar’s got what it takes!”

  1. Mike S. said:

    Dec 06, 09 at 7:22 pm

    Generally speaking, I’ll take natural + moderation anytime (that certainly includes real sugar), but I absolutely love original old school Diet Coke, chemicals and all. In fact, I crave it; can’t even drink the “real” stuff any more.

  2. Chuck said:

    Dec 06, 09 at 8:07 pm

    That’s funny – a lot of people say that about Diet Coke. I do find regular Coke still way to sweet for me, but have you tried Coke Zero? It’s actually really good. Even Wesly will drink it now, and he’s the grand diet soda-hater of all time.

    Natural + moderation = good.


  3. AK said:

    Dec 06, 09 at 11:32 pm

    I’ve clearly been listening to too much old blues recently, because your “‘sugar’ has become a dirty word” comment I read the advertisement as

    “Mary got to school early for Student Council. Her team won in gym.

    After play rehearsal, she’ll Watusi with the gang.

    She needs sugar in her bowl.”

  4. Chuck said:

    Dec 06, 09 at 11:44 pm

    Probably Bessie Smith, specifically!

  5. Shari said:

    Dec 09, 09 at 2:10 pm

    Wow. I ‘ve been busy this week. I am just getting to this post. Thanks Chuck, this ad made my day. LOVE that she’s going to Watusi with the gang.

  6. Chuck said:

    Dec 09, 09 at 3:32 pm

    The lack of YouTube content of people doing the Watusi was very disappointing. Just a few snippets here and there, plus the acid-trip surreality of Adam West’s Batman doing the “Batusi.”