The time was 1938 and America was facing the Great Depression. Herb Bishop created a new carbonated drink based on Citrus Club, a regionally popular non-carbonated soft drink.
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A Face for
Bishop and his partner, Ed Mehren, understood the need for promotion and advertising to compete in the soft drink marketplace. In 1941, they created a likable character and named him "Little Squirt" to personify the brand. The appeal of "Little Squirt" was immediate and Bishop subsequently broadened the brand's attraction to consumers and trade alike.
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This creation required less fruit and less sugar. In Bishop's opinion, it was the freshest, most exciting taste in the marketplace. He named it Squirt.
With unique advertising, Squirt became a popular soft drink in many parts of the country. In addition to being a well-liked soft drink, Squirt established itself as a mixer in the 1950s.
In 1977, Brooks Products, a bottler in Holland, Mich., purchased Squirt from Bishop. Brooks reformulated Squirt and Diet Squirt, updated Squirt's logo and repositioned it as a mainstream soft drink.
Squirt was acquired by A&W Beverages, Inc. in 1986. A&W made a commitment to support Squirt with outstanding advertising, marketing, service and innovation. Under A&W's leadership, Squirt became one of the fastest-growing soft drinks in America.
Through careful repositioning as a superior thirst-quenching soft drink, and the addition of contemporary packaging graphics, Squirt has shown dramatic sales growth since 1987.
Today, the Squirt brand is part of Plano, Texas-based Dr Pepper Snapple Group, an integrated refreshment beverage business, marketing more than 50 beverage brands throughout North America.