Decal for Squirt soft drink from 1948

Squirt, a caffeine-free, grapefruit-flavored soda, was introduced in 1938 and has had its ups and downs in popularity over the years. One of its strongest periods was in the 1940s and 1950s, when this mascot, Lil' Squirt, helped to raise public awareness for the beverage.



The actual size of this decal is 2¼ inches by 4⅜ inches.

It has never been used. (And probably can't be at this point.) Some of the tiny text on the back states:

• "LITTLE SQUIRT" DECAL
• This is a double purpose decal. Apply to inside or outside of glass or any smooth surface.
• DIRECTIONS (Inside of glass, facing out) 1. Clean and wet glass where decal is to be applied. 2. Dip decal in water for half a minute. 3. Place decal, color side, against glass. 4. With squeegee, roller or damp cloth smooth out all air bubbles and water, working from center to outside edges. 5. Slide or peel away the wet backing paper. 6. Remove any bubbles as before. Be sure to keep decal wet while doing this. 7. IMPORTANT - Wash off any gum and wipe dry.
• OUTSIDE APPLICATION. 1. Make sure surface is smooth, clean and free of grease. 2. Dip decal in water for half minute. 3. Place decal, backing paper against surface, ABOVE spot desired. 4. Carefully slide decal film down into position using palms of hands. 5. With squeegee, roller or damp cloth smooth out all air bubbles and water, working from center to outside edges. 6. IMPORTANT - Wash off any gum and wipe dry.
• CAUTION. Do not apply decals to windows in freezing weather.
• ENJOY SQUIRT, THE FRESH FLAVOR GRAPEFRUIT DRINK. A sparkling soft drink for your children, your family and you. Only pure natural ingredients are used in Squirt.¹
• "Squirt Quenches Quicker"
• THE SQUIRT COMPANY. Beverly Hills, California.
• Decal made in U.S.A. by DUROCHROME COMPANY, INC. LOS ANGELES, CALIFORNIA

Squirt is currently owned by something called Dr Pepper Snapple Group. Prior to that, it was most recently owned by something called Cadbury Schweppes Americas Beverages. It seems poor Lil' Squirt has bounced around and changed hands quite a bit in recent decades.

For some interesting tangental reading on the history of soft drinks and the regional names (soda, pop, coke²) used around the United States, check out this 2011 article by Daven Hiskey on Today I Found Out.

Footnotes
1. Squirt's current ingredients, according to its official website, are "CARBONATED WATER, HIGH FRUCTOSE CORN SYRUP AND CONTAINS 2% OR LESS OF NATURAL FLAVORS, CONCENTRATED GRAPEFRUIT JUICE, CITRIC ACID, MODIFIED FOOD STARCH, SODIUM BENZOATE (PRESERVATIVE), ESTER GUM, BROMINATED VEGETABLE OIL, CALCIUM DISODIUM EDTA (PRESERVATIVE)." I guess, somehow, that still qualifies it to brand itself as a "naturally flavored citrus soda." Only in America.
2. I don't drink carbonated beverages very often. But when I do, I prefer Pepsi. I usually call it soda. And when I order in restaurants, I say, "Pepsi or Coke, whichever you have." Because you don't really get a choice.