Miss Rheingold Creator Dies

Robert Wechsler, who as a printing and advertising salesman convinced Rheingold Beer to launch its popular Miss Rheingold promotional campaign in the 1940s, 50s and 60s, died in New York. He was 90.

Wechsler was using sample pictures of Chilean model Jinx Falkbengerg to sell a new printing process to Liebmann Brewery president Philip Liebmann in 1941. Liebmann liked the process, but liked the model even more. He signed her to a contract and declared her “Miss Rheingold.” The following year, Wechsler's company, Einson Freeman, launched a campaign to open the selection of Miss Rheingold to the public.

Throughout the New York area, banners and ballots were placed in bars, restaurants and stores. By 1952, the contest was drawing about 25 million votes and Rheingold Beer jumped from sixth to first in the New York market. The contest ran until 1964.

In Wechsler's 63-year career, he helped introduce such p-o-p innovations as motorized rotating display cases and large vinyl posters pasted flat onto store floors.