U. S. Radio (Oct 1957-Dec 1958)

"There are absolutely no visual ♦ impressions for the radio commercial," emphasizes James D. Parker, advertising manag^ for Beech-Nut Life Savers, Inc. "The entire campaign theme is radio's exclusively. All discussion about the spots, letters, and even imitators can only be traced back to radio." Give the order to fire, General, they're starting up Bunker Hill ! I'm not talking while the flavor lasts. What are you chewing? Beech-Nut Gum. We'll be seeing the whites of their eyes by then. It all started last year when Bill Backer of Young & Rubicam's Radio Department, working in Barbara Demaray's group, came up with the initial version of "I'm Not Talking While the Flavor Lasts." At his first presentation, the agency and client went overboard. They had a few qualms as to whether the subtle ribbing in the copy would get across and whether spoofing of historical heroes and heroines would rub the public the ^vrong way. Any misgivings were assuaged on their very first radio buy of the new campaign, Don McNeill's "Breakfast Club" on ABC. To the tune of three weekly segments of five minutes each, the 10 second spots began to roll on 220 stations. McNeill and his crew liked the spots so much that they build comedy lines aroimd them — a pattern that has been foUoAved by air personalities all over the country. Top comedians and situation comedies have been using the tag-line with no objection whatsoever from Beech-Nut. Stations report that listeners actually sit down and write in for copies of the commercials. In Worcester, Mass., according to WAAB, there have been several instances of youngsters being kept after school because they repeated the Beech-Nut Gum spots in class. As an example of a good public relations follow-up, the company addressed letters to the classes asking them to confine the Beech-Nut discussions to outside the schoolroom. The reward for better school deport ment was a supply of gum to be enjoyed by all. WHRE, Indianapolis, wrote its own commercial on a jumbo mailer built around the premise that Cecil B. DeMille's next picture will take lonoer than "The Ten Commandments, if he's not talking while the flavor lasts." Advertisers of non-competitive products have used the theme in newspajDcr ads. A paint store ran the headline: "We're not talking while the paint job lasts." k Mrs. Washington. . .ya better tell George to stop that chopping ! I'm not talking while the flavor lasts. What are you chewing? Beech-Nut Gum. George could cut a whole tree down by then. Heartwarming to Beech-Nut Life Savers' executives are the w'rite-ins the company has received directly from the public. Completely unsolicited, there has been a flood of scribbled postal cards, neatly typed letters, and even telegrams saying how much the commercials are appreciated. Gordon C. Young, company vice president, and James D. Parker, advertising manager, agree that the proof of pmchase is in the letters themselves which are addressed to Canajoharie, New York, headcjuarters of the firm ^vhich appears in relatively small jjrint on the gum wrapjiers and packages. These letters suggest other characters for skits, ranging from Adam and Eve to John Dillinger. One correspondent even thougfit a good commercial coidd be built around Hitler. From a housewife in Compton, California: (with two gum wrappers attached) "We're a family of five radio-conscious individuals who appreciate good, clever, entertaining, truthful connnercials. ^\'^e've taken such a fancy to your little 'spots' we've switched to Beech-Nut." From the secretary of a bank advertising manager: "May 1 say that 1 have heard your gum mentioned constantly since these ads started. I have overheard many people asking their friends whether they have heard the ads. If they have, there is much comment between them. If one person has not heard them, they are explained." Ad Manager Parker says that some of the letters have asked in what year Beech-Nut began manufacturing gum if Custer, Washington and Columbus chewed it. A listener w-rote to Station WSM, Nashville: "I have just found out the real reason Dave B$ek would not talk before the Senate Investigating Committee. He said, 'I'm not talking while the flavor lasts'." Priscilla, Miles Standish says will you marry him? I'm not talking while the flavor lasts. What are you chewing? Beech-Nut Gum. I might speak for myself by then. With new customers being added daily, Beech-Nut is taking the wraps off some snappy, new streamlined wrappers and packages for all of its gtnn products. Each flavor has its own color and the Beech-Nut brand oval logo precedes the brand and flavor description. The new packages are pictured at the beginning of this article. Some thought is being given to the possibility of playing up indi\idual flavors in the radio commercials. To date, they've been selling Beech-Nut Gum in general, and letting the customers decide on favorite flavors, in particular. Whatever the future of Beech-Nut in radio ... it would be a good bet that this year's $1,100,000 budget is just a start. • • • Mrs. James, when you gonna give young Jesse an allowance? I'm not talking while the flavor lasts. What are you chewing? Beech-Nut Gum. Young Jesse might go to a bank by then. f U.S. RADIO • October 1957 29