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Like their program, Regal Amber's product is known as "Light and Mellow." The program has made the psople of Northern California conscious that "Light and Mellow" means Regal Pale Beer. Regal Amber's President, William P. Baker, says, "There isn't any doubt about sales resulting directly from our show."
That, of course, is the desired result of the show— but it's a result that was gained not by accident, but by careful planning and study.
At the outset both Regal Amber and the company's advertising agent — M. E. Harlan— held the conviction that the number one beer market is in the home. Both believed in radio as the medium which will reach the most homes with the right kind of selling message.
With that in mind, Regal Amber first sponsored Herb Caen, a San Francisco newspaper columnist, in 1939. That program ran on KPO, NBC's fiftythousand-watt station in San Francisco, from 1939 until 1942, when the columnist entered the armed forces. Herb Caen's show was supported by a series of transscribed musical spots on several San Francisco stations.
After the Herb Caen program went off the air— in April, 1942 -"Light and Mellow" went on the air in its present spot on KPO (now KNBC). The program was heavily promoted at the beginning by the National Broadcasting Company, because it coincided with the opening of the NBC's new million-dollar Radio City in San Francisco.
"Light and Mellow" is now occasionally plugged in one column, five-inch ads on newspaper radio pages. Other than that, the only plugging is done by the artists of the show, in personal appearances.
Regal Amber is a heavy user of outdoor advertising, as well as other media, but the success of the "Light and Mellow" slogan is directly traceable to the "Light and Mellow" show. However, the company also supports it with a heavy schedule of station break announcements over fifty radio stations.
"Light and Mellow" is the brain-child of M. E. Harlan, head of the San Francisco advertising agency which bears his name. When the show was built in 1942, it was felt that Regal Amber needed a program with a wide general appeal — one which would appeal to all ages. It was felt that
"Light and Mellow" cast around microphone.
Left to right: Hal Wolf, Whistling John Schuler,
Lois Hartzell, Armand Girard