Vanished Brands: Orange Whip

For no rational reason, I stumbled upon this particular Robert Frank photograph, below, from his famous 1955 book, “The Americans.” Ordinary Americans drinking soda at a Detroit drugstore soda fountain in the mid-1950s. But I was struck by the incredible display of advertising overkill going on for a drink called “Orange Whip” — only ten cents a glass! The air is thick with Orange Whip signs, and the man in the foreground seems to be enjoying a glass of this marvelous elixir:

What is Orange Whip?

Wikipedia provides an succinct overview of the alcoholic and non-alcoholic versions of Orange Whip:

An Orange Whip is a sweet cocktail, made with rum and vodka, containing the base alcohols mixed with cream and orange juice. It is typically blended to a froth like a milkshake, and poured over ice in a Collins glass.

“Orange Whip” has also been used as brand name for non-alcoholic drinks. In the 1950s, the Tropical Fruit Company marketed an “Orange Whip” concentrate to be served as a fountain beverage. Jeanne Carmen, an actress and pinup model from that period, was once dubbed “Miss Orange Whip”. The US Patent and Trademark Office lists various applications for the “Orange Whip” trademark to be applied to drinks and a chain of juice stores.

Miss Orange Whip

Jeanne Carmen (1930-2007) was known as the “Queen of the B-movies” back in the day. Here’s a picture of her, ostensibly in her official capacity as “Miss Orange Whip”:

Apparently Miss Carmen was also a virtuoso foot pianist. Who knew?

The non-alcoholic version of Orange Whip enjoyed one last hurrah in the Blues Brothers  movie of 1980. Again, I’ll let Wikipedia tell the story:

The drink had a resurgence after the release of The Blues Brothers. In that movie, John Candy’s character, Jake’s parole officer, attends the film’s pivotal fund-raising concert in order to arrest the performing band, but decides he wants to see them perform first and orders drinks for himself and the uniformed state troopers he is with, saying: “Who wants an orange whip? Orange whip? Orange whip? Three orange whips!”

The drink was not in the original script. The costumer on the film, Sue Dugan, is the daughter of the late Kenny Dugan, Director of Sales for the Orange Whip Corporation. Mr. Dugan had been providing refreshments for the cast and asked if “Orange Whip” (the non-alcoholic beverage product) could be mentioned in the film. John Landis, the director, mentioned this to Candy, who improvised the exchange.

The Blues Brothers Whip it up

Here’s the “Orange Whip” clip from The Blues Brothers movie:

Sadly for fans of the soft drink, that particular Orange Whip is no more. But now you can groove to “a bounty of booty-shakin’ bliss” by the Minnesota cover band Orange Whip — who may or may not have recorded at Orange Whip Recording — while working out with your Orange Whip golf swing trainer. Another example of namevolution, I suppose, with new Orange Whips taking the place of the vanished Orange Whip soft drink brand that was.

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Robert Frank’s “The Americans”

• Road Show: The journey of Robert Frank’s “The Americans”, by Anthony Lane. The New Yorker, September 14, 2009