Alex the Dog

Alex the Dog was the advertising mascot for Stroh's beer in the 1980s and precursor to Budweiser's Spuds MacKenzie.^[1] At the peak of his career, Alex appeared in parades, on Good Morning America, and the Today show. He inspired a series of toys, posters, cologne, shampoo and hand lotion.^[2] Hip-hop artist Tone Loc referenced Alex the Dog in his song "Funky Cold Medina".^[3]

Alex the Dog

Other name(s)	Banjo
Breed	Golden Retriever and Irish Setter
Sex	Male
Born	1984
Died	1989
Cause of death	Cancer
Years active	1984-1989
Known for	Advertising mascot for Stroh's

Commercials

Peter Blum, the archivist for Stroh's, describes Alex's most famous commercial:

During a poker game, one of the buddies says "I could sure go for another Stroh's", and starts to get up. The owner says, "No, wait...Alex...'Woof'...2 cold Stroh's 'Woof'." "Wait 'till you see this...(door opening sound) Just opened the refrigerator...(bottle cap hits the ground) just opened one bottle...(another bottle cap hits the ground), just opened the other...(pouring sound), now he's pouring yours...(pouring sound), now he's pouring mine." The next thing you hear is "lap, lap, lap", and the owner says "Alex! You better be drinking your water!", and the other players laugh.^[4][5]

Background

The dog who portrayed Alex was Banjo, who was part Golden Retriever and Irish Setter. He was found by a trainer at an animal shelter.^[2] Alex served as the Stroh's dog from around 1984 until 1989 when the creators of the Alex the Dog commercials, Lowe Marschalk, lost the contract with Stroh's. Comedian Brian Regan served as Alex's campaign manager during Alex's Presidential campaign. Banjo died of cancer a few years after the advertising campaign ended.^[2]

See also

• List of individual dogs