Mabel the Waitress - During the 1950s Carling Black Label featured an
attractive blond beer toting waitress named Mabel in a series of animated
Carling Black Label beer commercials. When a customer wanted a beer they cried
"Hey, Mabel!, Black Label!" Mabel the bartendress rarely spoke in the
commercials but at the end of each spot she gave the TV viewers a friendly wink.
The campaign was created by Lang, Fisher, & Stashower in the 1940s. Their ad
jingle was written by Phil Davis. Actress Jean Goodspeed, a New York actress and
model portrayed Mabel beginning in 1951. However, in the mid-1950s, Goodspeed
ended her career to become a mother and Carling Black Label folks decided to
animate the Mabel character but also thought it wise to insert images of the
original Mabel (Goodspeed) for good measure.
The ads ran successfully for twenty years. Finally, in 1970, a new actress
was cast in the role, but soon after, the Mabel character faded into advertising
history. Note: The Carling Black Label slogan in the 1940s was "Pass Up 'Ladies
Beer'....Be A Man About It, Drink Stag!" The "Mabel, Black Label" slogan was
coined in 1951.
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