Tasked with the duty of refreshing the image of a major national brand, yet still trying to maintain ties to a rich history, the true genius of Carder Buckley was immediately evident. Recalling the famous “Even the Milkman Wouldn’t Have Her” ads from the 1940’s, Buckley brought a new sense of risqué liberation with his “Never Mind the Milkman” campaign, which launched in 1956. It was a clear statement that Bronson was moving forward.
Here we see a rare, original color key from the start of that campaign. Note how the figure’s pose echoes the bold styling of a new era. This was the work of a craftsman in his prime. (Courtesy of the Bronson Archive.)