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Yogurt: A European Import Goes Over Big In U.S.
Joe Metzger, co-founder of Dannon Milk Products, Inc. and now Chairman of the Board, sits down to lunch with his son Juan, the company's president. Their daily luncheon menu, at the company's Long Island City plant, includes Dannon yogurt, a cultured milk food with the butterfat removed. Yogurt, an every day European food, was unknown to American markets when the elder Metzger and Daniel Carasso, son of the founder of the Dannon Yogurt Co. in Paris.
opened their factory in 1942. They went after three segments of the New York market to start with: the health food enthusiast, the Europeanborn and the American who had eaten yogurt in Europe. Now they advertise to the diet-conscious American public in three markets, and will spend an estimated .$300,000 in radio in 1960. Dannon was recently purchased by Beatrice Foods, and is now run as an independent subsidiary with headquarters in Long Island City.
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"Dieting to Reduce" has pulled, according to Mr. Sutton, "a tremendous number of responses."
And in New York, after 18 years of advertising effort, the company is selling a known product. A current example shows how the agency assumes a prior knowledge of the product:
Whenever doctors get together in a convention, the subject of weight almost always comes up. We are told again and again that the average American is carrying around too many pounds for
his own good. And lots of people have decided to do something about it. That's why you see them picking up yogurt at the local food market . . . That trim, new figure you see in the mirror will be yours. You'll be glad you decided to keep young with yogurt.
After 18 years of experience with a single product, doesn't a pattern develop? "Yes," says Mr. Sutton. "We plan to go into Boston with our Philadelphia commercial next year. And we look to the time ■when our
Philadelphia market has developed sufficiently to enable us to use our present New York approach."
Developing a Pattern
"We hope," concludes .Mr. Zlowe, "were developing a pattern that we can follow when we go into any new city. However, any plan we follow must be adjusted to our evaluation of the particular marketing situation we find. No market stays the same forever. And when it changes, our radio advertising will keep up with the new conditions." • • •
U. S. RADIO
February 1960
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