Sponsor (Oct-Dec 1964)

the usual line of sugar products. (In total sales of all products National Sugar is considered second only to American Sugar.) Competitors of Jack Frosted come from the food industry. Among the latest are three products of Borden Foods Co. One, Borden's milkshake— claimed to be the first ice cream-thick milkshake from a can — is a refrigerated product made from ice cream mix and milk. Another is Moola Koola, a rcady-to-drink milk-based product in a can. The item requires no refrigeration and is promoted as "a new soft drink that comes from a cow." Both Borden drinks are vitaminenriched and come in chocolate, vanilla and strawberry flavors. Since successful test marketing last spring, the products have been launched nationally on a market-by-market basis. Heavy advertising backing, placed through Young & Rubicam, utilizes tv, as well as newspapers and introductory coupons. The tv advertising has been placed on network children's shows. A third Borden entry, also handled by Y&R, is a Dutch chocolate drink. In contrast with Jack Frosted, which is only advertised on kids' shows, the Borden product is promoted on adult programs as well. The vehicles for reaching children include ABC's Winchell and Jerry Mahoney, CBS' Captain Kangaroo and NBC's Sherry Lewis. Adults are reached through NBC's Say When, Play Your Hunch, The Price is Right, You Don't Say, Loretta Young and Make Room for Daddy. (Moola Koola is also sometimes promoted on adult programs.) Pet Milk Co., St. Louis, is the only entry other than Jack Frosted trying out a milk additive in an aerosol container. Called Big Shot, the product is designed to look like a "soda jerk." This chocolate fudgeflavored syrup is offered as "the first self-mixing milk additive that needs no refrigeration." General Foods' Birds Eye Div. has introduced the first home ice cream soda — Sodaburst. Although the product is actually a water additive, it is vying for the same market as the other products mentioned. Now being distributed in several markets, it consists of a frozen cylindrical-shaped unit of ice cream, syrup and carbonation in a paper container which, dropped into water, makes a chocolate or strawberry ice cream soda. Advertising on tv and newspaper promotes Sodaburst as "the real ice cream soda that makes itself at home in a minute." In addition to the new products mentioned there are plenty of wellestablished brands available. Among them are Nestle's powdered choco Mark Fox, ad manager for National Sugar & Refining Co., and Alan Pesky, account executive on Jack Frosted at PKL, discuss tv plans for National Sugar's milk additive. late mix. Corn Products' (Best Foods Div.) Bosco milk amplifier and Hershey's syrup. During one random week this summer, the milk-additive contenders* (old and new) spent about $40,600 in spot television time. If this amount were extended it would mean about $124,000 is spent in spot tv each month and $1.7 million for the year. Greatest spenders during the week under observation were Bosco with 91 spots costing $18,613, Clanky Chock with 26 spots amounting to $8677 and Cocoa-Marsh with 74 spots representing an output of $8218. Bosco was advertised in 14 markets, Clanky Chock five, Cocoa-Marsh five, Big Shot four and Jack Frosted two (Albany and Syracuse). Some competition comes from ready-to-drink chocolate beverage products. Yoo-Hoo, a milk-based product, is the leader among choco | late beverages, but there are dozens of others available — Chocolate Soldier, Brownie, Kayo, Sambo, : Chocko, Faygo, May's, Mooo Cho, to name a few. Chocolate drink sales passed the ! 12 million-case mark in 1963 for the first time, and current indica' tions point to 18 million-plus cases by the end of the year. Having a chocolate drink does not exclude a company from having a chocolate syrup or milk additive. After successfully establishing its' chocolate drink, Yoo-Hoo Chocolate Beverage Corp. put out a YooHoo chocolate-flavored syrup. This year old product is promoted through tags on regular Yoo-Hoo beverage commercials on radio and tv. (Yoo-Hoo spends 80 percent of' its current $300,000 advertising budget in broadcast media.) A spokesman at Weiss & Gel-' ler, agency for Yoo-Hoo, says that' chocolate drinks have an adult appeal while milk additives are most; popular among children. (Sec Sponsor, May 4, for more details on Yoo-Hoo and chocolate soft drinks.) And children do go for the additives. Jack Frosted is an excellent example of instant success. The market for milk additives or amplifiers is bubbling, fizzing and spraying into a whopper of a business of major interest to tv. ♦ ''according to BAR ^^M 46 SPONSOR