Sponsor (Oct-Dec 1964)

AVERAGE 1963 AD EXPENDITURES OF BREWERS COMPARED WITH 1961 Brewery Annual Output (barrels) Tv Radio Newspapers Mags Regional Mags Outdoor POP Misc. Total Under 100,000 1961 1963 Percent change 5.5 -66% 19.4f 14.5 -26% 18.3^ 11.1 -40% .... .006(* 25.1^ 24.3 -.03% 31.3^ 19.0 -40% 16.0<^ 9.9 -39% $1,264 .853 -33% 100,000-500,000 1961 30.6(* 1963 46.3(* 23.3(f 22.8 29.0(; 7.0 .... .'o'v 58.0^ 18.5 39.0<* 36.0 8.0<i 28.0 $1,879 1.570 Percent change 51% -2% -76% -69% -6% 350% -17% 500,000-1,000,000 1961 $1.02 1963 .83 43.3c* 33.0 16.6^ 8.5 .... .bi<^ 24.3c' 62.0 63.0^ 52.5 24.3(? 26.0 2.75 2.67 Percent change -19% -24% -51% 255% -17% 10% -3% 1,000,000 ar 1961 1963 id over 92.3 13.0^* 43.0 13.0c 8.6 8".'5^ iVs^ 35.5^ 35.0 57.0<^ 44.0 29.0(t 8.0 $2,265 2.430 Percent change 17% Brewery Ag 330% -33% .... — -.01% -23% -73% 7% Source: Modern on tv Two surveys indicate that 75 percent of home beer drinkers were introduced to pull-tab lid through television Division of the American Can Com' pany. In July 1963, five months after the pull-tab was introduced, almost ' 75 percent of the nation's 57 mil3 lion home beer drinkers said they I had seen or heard of the new can. By August 93 percent of home beer drinkers were aware of the innovation. In both surveys television was mentioned as the "source of awareness" by 75 percent of those interviewed. Other media contributing to the public's awareness: store displays (14 percent), newspapers (11 percent) and word-of-mouth (10 percent). The pull-tab for cans was quickly accepted by many brewers. More than 40 brands employing the fea j ture were in the market in July of ' 1963; 84 percent in August; 97 percent by Labor Day. The Canco study revealed that people liked the tab on cans for three reasons: 1 ) more convenient, 2) no opener needed, 3) easier to open. At the same time, there were the following complaints: 1) fear of November 16, 1964 cuts, 2) opening difficulties, 3) premium price (usually, a penny per can more) in some markets. A number of design changes were made this year and last year to improve the release and peel-off of the lift-tab feature. Among the changes are the curving of the aluminum, tab to give better gripping and the inclusion of a "smile bead" by the opening to protect the lips from being cut. Upon introduction, retail pricing of the new cans was mixed. A few of the brands that were out early sold pull-tab cans at premium prices in certain areas. Production of beer cans in the United States is expected to go well over the 9 billion mark by the end of this year. About half of these cans will have been equipped with pull-tab lids. Other developments in beer packaging which provide fuel for new commercials: • Tests are underway on an allaluminum beer can featuring a seamless body and end. The alumi num top is made to puncture at the touch of a can opener (idea pioneered by Hamm and Budweiser.) • Some firms are eliminating the paper overwrap on six-packs and using a plastic carrier handle, making the cans self-merchandisers. This also speeds cooling. • Wide-mouth glass mugs are being introduced. • Six-packs are being supplemented with eight-packs, 10-packs and 24-packs with handles for carrying. • The 16-ounce can is finding more acceptance. • Labels and package designs are being improved. Many paperwrapped packages now carry attractive pictures, usually of sports scenes. • No-top cartons are more prevalent, speeding traypack stacking and displaying. • Some firms offer six-packs in plastic bags and plastic fishnets. The fishnets are considered handy when immersing beer in water for cooling. ♦ 39