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Art director Don Young (r) interprets th3 new commercial idea into story board form. Audio and video are both carefully checked for style. Any corrections or revisions are made at this point.
Every phase of the Pearl "water story" is meshed to give maximum advertising impact. Television, radio, billboards and printed P.O. P. materials are all integrated with the single theme of the campaign.
for beer campaign
t'cet have been shot in the hill country northwest of San Antonio since the fall of 1960.)
This approach of blanket motion picture coverage of the basic subject of the campaign also created a film library which has been the costsaving backbone of this campaign. From the same basic 50,000 feet of negative film, the sponsors have realized material for 60 completed eight-second, 20-second and 60-second television commercials.
The number of spots produced has averaged about 15 per year — divided equally — five in each time group. Costs for the finished commercials have ranged between $600 and $2000, witli' an average cost of approximately $1000.
Television is carrying the bulk of Pearl's advertising, with 35 percent of the total budget allocated for the "water story" commercials. This is an increase from the "pre-water story" days. Outdoor boards and point of purchase materials share in the budget at about 20 percent each. The remainder is divided between
October 12, 1964
radio and newspaper with radio getting the advantage.
Over 95 percent of Pearl's advertising in every medium, including P.O. P., is devoted to the "water story."
The year 1960 proved to be the turning point for Pearl beer. At least 1 1 other major brands were pouring advertising dollars into the state in an effort to topple the lead held by Pearl during the seven previous years.
From research, Tracy-Locke Co. learned about the fine brewing water. For the agency it seemed the perfect "hook." Howard Fisher, agency radio-television director, was dispatched with a camera to scout the country.
The agency's judgment has been borne out in a campaign that is gaining strength with each succeeding year. "Our theory has always been," says Tracy-Locke President Morris Hite, "to develop the one approach we believe to be best and then give it time to prove itself. Too many companies waste
money by jumping from theme to theme. To build a quality image for a product you have to develop one effective selling appeal and stay with it."
One indication of the success of a new advertising approach is the "penetration survey." Prior to the campaign, surveys showed a modest 16.5 percent recall of Pearl advertising messages. Three months after the introduction of the new advertising plan, penetration had jumped to 33 percent. Current averages have climbed to 60 percent with surges to 70 percent.
The true barometer of success, of course, is the quantity of beer consumed. Jan. 1, 1961, saw Pearl become the first Texas brewery to pass the 1 million barrel-a-year sales mark. Official Texas Liquor Control Board records show that for the year 1963, Texans put their money on the line for an equivalent of 1,117,498 barrels of Pearl. And in keeping with the "water story," this would be enough beer to replace all the water going over
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