The 40s were a magical time for White Rock’s exhibitionist pixie, Psyche. White Rock’s topless “Tinkerbell” proudly showed her breasts till new management in 1952 and Psyche’s breasts were no longer on public display. The Goddess of Purity was created in 1893. In the 40s all bets were off with her new ads and so was her top. She got a lot of men in hot water that they needed White Rock Sprinkling Water to cool down.
White Rock’s sprite appeared in ads for the first half of the 20th century. Most of the time she paraded au naturale to the dismay of women. The men were not complaining. The imp Lady Godiva was a hit with them. The Columbia Pictures Torch Lady and Land O’Lakes Indian Maiden were not too happy. All good things come to an end and like pixie dust, poof, she was gone forever in 1952.
“Oh, don’t worry about me, madam, I’m just a symbol – of White Rock Sparkling Water. You’ve seen me in the ads and on the bottle, surely? The name is Psyche.”
In other words – Yes, I’m alone with your husband, and I’m topless. But don’t worry. I’m a spokesperson for a water company.
The wife is clearly not impressed: “Maybe so and maybe not. Meanwhile people are dying of thirst inside.”
White Rock was looking for a memorable trademark logo when it came upon a painting at the Chicago World’s Fair in 1893. The painting, titled “Psyche at Nature’s Mirror” by German artist Paul Thumann, depicted a young woman, Psyche (pronounced SIGH-KEY), kneeling on an alabaster rock and gazing at her own reflection in a pure, clear pool of water. This seemed appropriately symbolic of White Rock’s natural water, bottled at the Waukesha Spring.
The owners of White Rock purchased the rights to the painting and adopted Psyche as their symbol of beauty, youth and purity. Psyche has the wings of a butterfly to depict immortality. Her story represents the pre-existence of the soul suffering in this life, going astray but remaining faithful to her ideals. She accepts her fate while showing courage and counting on love to lead her to life.
White Rock has always called Psyche “The Goddess of Purity,” representing the purity, quality and vitality in every White Rock product. Psyche has represented the White Rock Company for over 125 years.
Psyche is one of America’s most recognizable trademarks and is the longest running beverage logo.