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Tip van Bootz

Tip van Bootz (Tip from Bootz) was an orange-flavoured Dutch liqueur made by H. Bootz’ Distilleerderij N.V. (Amsterdam).

Introduction

Tip van Bootz was launched by the Bootz distilling company in 1931 to compensate for the declining sales of its top product Orangeade Triple Sec. With purchasing power of Dutch consumers gradually decreasing, Bootz needed an affordable product to get through the economic crisis of the 1930s. Tip van Bootz was an orange-flavoured brandy, initially bottled in common jug-shaped glass bottles that were also used by numerous other Dutch distilleries for cheap fruit-flavoured spirits and brandies. What distinguished Tip van Bootz from these other spirits was that it had a brand name and an advertising campaign. This campaign initially centered on the meaning of the brand name and the brand label, containing an image of the Amsterdam Stock Exchange building (the famous Beurs van Berlage). The advertisement text ran: “A tip after trading hours is only worth something if it is a Tip from Bootz.”

Limerick campaign

From January 1937 to January 1961 – with an interruption from December 1944 to June 1947 – Tip van Bootz was advertised in a very remarkable way. Consumers could send home-made limericks to the Bootz distillery. Weekly or biweekly the best limericks were published in small front page newspaper ads, provided of course that these limericks would mention the brand name Tip van Bootz. The result of this long-running advertising campaign was that Dutch men and women during the mid 20th century became to associate limericks (as a form of verse) with the brand Tip van Bootz.

Takeover by Lucas Bols

The limerick advertising campaign was ended in 1961 to rejuvenate the brand image of Tip van Bootz. Since January 1955 the Bootz distillery was owned by the much larger Lucas Bols distilling company (N.V. Amsterdamse Likeurstokerij ’t Lootsje der Erven Lucas Bols). This new owner also felt it necessary to change Bootz packagings to new consumer tastes. That is why Tip van Bootz got a new bottle in 1957. This white glass bottle was flat and rectangular shaped with slightly rounded corners and a graceful collar between the body and the neck of the bottle.

Tipje van Bootz campaign

As postwar prosperity in the Netherlands grew, consumer preferences changed from lower to higher-quality types of spirits. Especially male consumers found fruit-flavoured brandies such as Tip van Bootz too sweet. They preferred stronger drinks and spirits with a less conspicuous colour. By the mid 1960s Tip van Bootz had a bit of a reputation for being a women’s drink. Bols responded by emphasizing that Tip van Bootz could also be used in cocktails and long drinks. To charm male consumers, an advertising figure was created called Tipje van Bootz (1965). This very likeable young girl featured in a series of comic strips made by Jan Kruis, as well as in a 1969 television commercial. In 1972 a song was made about Tipje, commissioned by Bols and released on a 7-inch 45 rpm record. The content of this Carnival song was so ambiguous that Tipjes immaculate reputation was ruined forever.

Withdrawal from the market

After 1972 Bols stopped trying to put Tip van Bootz on the map again. Somewhere in the 1980s Tip van Bootz was quietly withdrawn from the market.

[[Category:Dutch brands]]

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