Sponsor (Oct-Dec 1964)

ma ■ Soda fountains no longer have a corner on popular fizz, frosted, malt and other milk-based drinks for kids. Today's supermarket shelves are heavy with additives that encourage the youth market to drink these specialties at home. Available in various forms — powders, syrups, tablets or aerosol sprays — these products make up a booming $138 million market. If recent test market results are any indication of future sales success, there is a powerful new entry in this market. It's called Jack Frosted. The product name was derived from the Jack Frost symbol of the National Sugar Refining Co., originator of the new additive. Although Jack Frosted is indirectly in competition with products produced by such food giants as Corn Products, Borden Foods Co., Hershey, General Foods, Cocoa-Marsh, Nestle and Pet Milk, it is the only refrigerated aerosol-canned milk additive that makes a chocolate frosted drink. Completely tv promoted. Jack Frosted was able to achieve 100 percent distribution in the AlbanyTroy-Schenectady area supermarkets in three weeks. Research conducted seven weeks after the product's introduction through random phone calls revealed the following: • 76 percent of 1035 women with children from 4 to 14 used milk additives; 24 percent did not. • 62 percent of the women who used milk additives had heard of Jack Frosted. 44 • 22 percent, or roughly a third of those who had heard of the brand, had already bought the product, and 9 percent bought more than one can. (Stated another way, 41 percent of those who bought Jack Frosted during the first seven weeks had repurchased it during that period.) • The average rate of purchase among repeat buyers was approximately two cans every three weeks. Jack Frosted was introduced in the Albany-Troy-Schenectady market on May 11. By May 17 it had achieved 80 percent distribution — all stores except A&P. The first week in June, A&P was won over and 100 percent distribution was reached. After the results of the research were known, the product was distributed to all cities in New York, overlapping into fringe areas of Vermont and Massachusetts. In each city tv is the only major medium being used for support. In New York City, perhaps the hardest market to break into, the Albany success story was repeated — 100 percent distribution within three weeks. Robert E. Burke, president of Food Enterprises Inc., broker for Jack Frosted, says the product has achieved full distribution in the New York market faster than any other product the firm has handled. "At this early date the movement out of stores is excellent and above our expectations," he comments. "Acceptance by the consumer has been excellent. A repurchase ratv has been established after only three weeks of distribution." Sales are going so well that the product entered distribution in New England and Philadelphia, Baltimore and Washington, D.C., by the end of October and is expected to make the national scene next year, according to Mark Fox, advertising manager for National Sugar. At least part of the product's success must be attributed to its location in stores. Jack Frosted is found in the dairy section, as close to the milk as possible, and is therefore more readily accessible than : competitive powder and syrup products found on the shelves. Advertising support calls for fiveor six-week "waves" of one-minute commercials on spot tv. After each wave there is a two or three-week hiatus before the next wave begins. A 52-week pattern of such waves is scheduled in each market. The ad pressure in the markets is decreased each time a new wave of commercials commences. Starting with 200, the rating points diminish, to 60 to 40 and then are sustained at the lower figure. The use of waves starting and stopping at regular intervals creates a recall among viewers, according to Alan Pesky, account executive on Jack Frosted at Papert, Koenig. Lois. In the New York market alone, Pesky estimates the cost of the tv waves will run about $100,000. About 15 children's programs are included in the first wave of com SPONSOR