Sugar swings. Serve some.

I came across this ad in in a copy of LIFE magazine from 1966 that I bought at a thrift store (for two dollars). Had to share it.

“Play safe with your young ones. Make sure they get sugar every day.” That message, from Sugar Information, Inc.

I wonder whatever happened to that company?

About John Shore

John Shore (who, fwiw, is straight) is the author of UNFAIR: Christians and the LGBT Question, and three other great books. He is founder of Unfundamentalist Christians (on Facebook here), and executive editor of the Unfundamentalist Christians group blog.  (In total John's two blogs receive some 250,000 views per month.) John is also co-founder of The NALT Christians Project, which was written about by TIME,  The Washington Post, and others. His website is JohnShore.com. You're invited to like John's Facebook page. Don't forget to sign up for his mucho-awesome newsletter.

  • http://1truebeliever.wordpress.com WKen

    At first glance, I really thought that "Sugar Swings" was going to turn out to be the name of a breakfast cereal.

    • http://www.johnshore.wordpress.com John Shore

      Good point! I changed the title.

  • Christine

    a) what is Watusi anyway??!!

    b) "like a turtle needs a seatbelt" has to be the greatest simile of all time!!!!

  • http://living3dfaith.blogspot.com/ Tim

    Sad that the 1977 Ford/Carter tariffs against imported sugar drove costs so high, science was virtually forced to introduce, possibly, the most toxic additive ever ingested by the American public. High Fructose Corn Syrup. I'd rather my kids smoke a pack a day than drink their weight in this poisonous s#!t every year.

    So…there's my sugar-related rant for the day.

  • http://www.johnshore.wordpress.com John Shore

    From the Wiki article linked to below: "Its name ["Watusi"] came from the Batutsi tribe of Rwanda."

    http://en.wikipedia.org/wiki/The_Watusi

  • Tracy

    For some reason I have an inane desire to photoshop a white iPod onto Mary.

    • http://www.johnshore.wordpress.com John Shore

      Oh my God. Now I do, too.

    • Leslie

      Do it then send the pic to John! Hilarious. :)

      I have this uncontrollable urge to buy that outfit and wear it while I Watusi at the club next weekend. I’m picturing the skirt in browns and yellows…maybe one little red stripe in the plaid.

  • onemansbeliefs

    You can never have too much sugar in your diet…

  • Allen

    Mary looks so happy, though. I think I’ll go have some pure energy myself! Then maybe I can go Watusi with the gang…

    (Christine, it’s relatively energetic dance from the mid-1960′s. “Wah Watusi: Come on and take a chance, and get with this dance”)

    • http://brickandtimber.wordpress.com/ DR

      haha!

  • mm

    By the looks of the picture, that was more than just sugar Mary ate this morning. It was 1966, ya never know.

  • http://www.facebook.com/cathy.elings Cathy Elings via Facebook

    Well that’s just a little bizarre.

  • http://www.facebook.com/cathy.elings Cathy Elings via Facebook

    Well that’s just a little bizarre.

  • http://www.facebook.com/vickie.l.fowler Vickie Fowler via Facebook

    yup! all true it is

  • http://www.facebook.com/vickie.l.fowler Vickie Fowler via Facebook

    yup! all true it is

  • Felicia Powers via Facebook

    I bet Type 2 Diabetes happened to them.

  • Felicia Powers via Facebook

    I bet Type 2 Diabetes happened to them.

  • http://www.facebook.com/people/Caroline-Miller/500786293 Caroline Miller via Facebook

    The far superior 1960s precursor to corn syrup.

  • http://www.facebook.com/people/Caroline-Miller/500786293 Caroline Miller via Facebook

    The far superior 1960s precursor to corn syrup.

  • John C Hoddy via Facebook

    I would throw out a hip doing the watusi. No Sugar Swings for me!

  • John C Hoddy via Facebook

    I would throw out a hip doing the watusi. No Sugar Swings for me!

  • http://www.facebook.com/people/Chris-Amador/1345304618 Chris Amador via Facebook

    I believe this is from an issue of TIME magazine. If you look closely at the bottom left corner, you can make out the words “TIME MARCH 4, 1966″

  • http://www.facebook.com/people/Chris-Amador/1345304618 Chris Amador via Facebook

    I believe this is from an issue of TIME magazine. If you look closely at the bottom left corner, you can make out the words “TIME MARCH 4, 1966″

  • LSS

    Pretty sure there is still a sugar lobby or whatever… Just with a different name.

  • http://www.facebook.com/people/Laura-C-Minnick/1253018542 Laura C. Minnick via Facebook

    Felicia, Type II diabetes was nowhere near as prevalent then. And the issues for Type II is not really sugar, but insulin resistance, which generally is a first-world problem. We’re too fat. Simple as that.

  • http://www.facebook.com/people/Laura-C-Minnick/1253018542 Laura C. Minnick via Facebook

    Felicia, Type II diabetes was nowhere near as prevalent then. And the issues for Type II is not really sugar, but insulin resistance, which generally is a first-world problem. We’re too fat. Simple as that.

  • http://www.facebook.com/people/Laura-C-Minnick/1253018542 Laura C. Minnick via Facebook

    And John, I was a year and a half old. I suspect that my mother didn’t need to give me sugar for energy!

  • http://www.facebook.com/people/Laura-C-Minnick/1253018542 Laura C. Minnick via Facebook

    And John, I was a year and a half old. I suspect that my mother didn’t need to give me sugar for energy!

  • Ashley C

    I am making it my personal life mission to bring back the phrase ‘like a turtle needs a seatbelt’.

  • http://www.facebook.com/people/John-Keasler/741629801 John Keasler via Facebook

    This explains why we see so many dead turtle on highways—they weren’t wearing their seat belts.

  • http://www.facebook.com/people/John-Keasler/741629801 John Keasler via Facebook

    This explains why we see so many dead turtle on highways—they weren’t wearing their seat belts.

  • Jim

    The Sugar Association (http://www.sugar.org) is successor to Sugar Information, Inc. They “promote the consumption of sugar through sound scientific principles while maintaining an understanding of the benefits that sugar contributes to the quality of wholesome foods and beverages.” It is the media organization that promotes the US sugar industry.

  • http://www.facebook.com/JohnShoreFans John Shore via Facebook

    John: HILARIOUS! Great one. Chris: I THINK it’s from one of the old LIFE magazines I bought; it was about a year ago that I scanned this from one of the two or three such magazines I bought. I don’t THINK I ever bought an old TIME. I know it was a pretty common ad.

  • http://www.facebook.com/JohnShoreFans John Shore via Facebook

    John: HILARIOUS! Great one. Chris: I THINK it’s from one of the old LIFE magazines I bought; it was about a year ago that I scanned this from one of the two or three such magazines I bought. I don’t THINK I ever bought an old TIME. I know it was a pretty common ad.

  • AC Smith via Facebook

    I can see the date, but it doesn’t look like TIME, to me. I also can’t make out…I believe it says “get beet or cane sugar” but I really can’t read “best”.

  • http://www.facebook.com/people/Chris-Amador/1345304618 Chris Amador via Facebook

    You can google the LIFE from March 4, 1966 and go through the pages to see if it’s there. It has a cover showing it’s series on The Romans. I couldn’t find it. That’s when I went trough my magazines and found this issue with this ad. On the reverse is an ad about Diamonds from De Beers which begins “Diamonds bespeak an ever-growing love.” LIFE didn’t print it’s date on the inside of their issues like TIME did. I collect magazines(not to brag or anything, but I have over 1,000 issues from various issues of TIME/LIFE/FORTUNE/Sports Illustrated,Newsweek,etc.) so this interested me. Don’t worry, it’s not a big deal or anything. Either way, the ad is still funny nonetheless.

  • http://www.facebook.com/JohnShoreFans John Shore via Facebook

    Oh, REALLY? That’s so interesting. But weird, cuz…I’m so sure I didn’t buy an old TIME. But …. I guess I did! I mean … obviously I did. But … I didn’t. But clearly I DID. Except I know I didn’t. But I must have. But I didn’t. I was RAISED eating bowls of sugar a day. It didn’t impact me at all. Or it did. But it didn’t. I have no idea. What are we talking about?

  • Allen

    “Synthetic sweeteners put back nothing” — not only is it a great put-down of the Enemies of Energy, it also paints a picture of sweeteners whose rooms are really messy. :.)

  • Shelley Robinson via Facebook

    I remember that ad! Thanks for the memories…I guess.

  • Rebecca

    “Besides, dentists have a right to make a comfortable living. Enjoy SUGAR!” LOL

  • http://www.facebook.com/people/Denise-Burke/100002304043714 Denise Burke via Facebook

    I got curious about the background and did a little checking…saccharine has been around since 1879 and aspartame since 1965. But Fresca came out in 1966, the first artificially sweetened soft drink I can remember. Sugar Information Inc was the original PR arm of the Sugar Association. So this was basically industry trade assoc BS. They didn’t like Fresca. But google history of Fresca – cyclamates that were banned 3 years later, then saccharine, then aspartame – all linked to health complications.

  • http://www.facebook.com/drscottchiro Scott Miller via Facebook

    Wow. And they believed it

  • http://allegro63.wordpress.com sdgalloway

    I guess I grew up the odd kid. I only had white bread at other people’s house. The same was true with those sugary cereals, and all baked treats were home made.

    To this day I loathe artificial sweeteners. I find them way too sweet and metallic tasting. I tolerate it in limited quantities like in my toothpaste or the odd non-cola diet soda. I don’t even drink those that often.

    Today I think beet sugar is hard to get, because of the cane sugar subsidy,yeah growers get a gov’t kickback and they have a powerful sugar lobby.


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