U. S. Radio (Jan-Dec 1960)

Record Details:

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du pont you-changes "Telar" from red to yellow. SYLVIA: It is important... HAROLD : I j ust can ' t see how you can forget it. SYLVIA: Oh, sing the tune for me, Harold. HAROLD: OK. HAROLD (SINGING): You'll never, never, never, never again. Drain anti-f reeze from your car again, Never, never, never, never, never again. With Du Pont something in your car . . . SYLVIA: Du Pont "Telar." Harold. That's important I ANNCR: Only |5.00 a gallon at servicing dealers. "Telar' ' goes in for keeps. The jingle is uiitten to the tune of an old pojnilar favorite, "I'll Never Say Never, Again, Again." The same jingle is used in the Telar tv commercials. Although Telar is sold in service stations and auto supply stores, du Pont does not attempt dealer tie-in promotion for Telar, Mr. Carty points out. Offer Transcriptions "However," says the Telar ad manager, "transcriptions of our radio commercials are made available lo our anti-freeze distributors at no cost to them. Many of our distril)utors sponsor local radio shows, and are able to use our commercials during their regular broadcasts. The (listril)utor pays lor the lime. Du Pont does not have a cooperative ad\ertising program for any of its products." "But," he adds, "we offer lie-in material to radio stations which often adds effectiveness to the spots themselves. Stations are informed that the services of our antifreeze field representatives are always available to them. Their contributions may be helpful, for instance, in arranging programs on the proper tare of a car." Campaign Target \V'ith its budget enlarged over last year's for the annual anti-freeze campaign, du Pont is aiming to make a Iiigh brand impression on the consumer. In light of the heavy line-up of advertising for competitive brands, the bid for brand impression is a strong one. Du Pont's radio campaign, with high traffic lime frequencies, is aimed where it will hit the target closest to home — when the (onsunu i is driving his car. • • • ^iiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiuuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuM Du Pont Thoroughly Tests 'Telar' Before Marketing Before going on the market, Telar ivas given road tests in over 300 cars. Technicians make periodic checks of testcar cooling systems. So far, only one needed draining — because of bad head gasket. Warning comes when solution turns from red to yellow. Radio commercials emphasize Telar's longevity, call it the "first never-drain antifreeze.^^ Commercials also call attention to "Color Check." sinniiiiiiiimniiiininniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinniiiniiniiuiuiniiiuniuin^^^^ 36 U. S. RADIO • October 196(