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Important new development for
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A 13-week spot tv campaign over WPIX (TV) New York for cocktail mix products, which began yesterday (Sept. 25) will serve as a tv test for expansion into other major markets of the country, Erwin Wasey, Ruthrauff & Ryan, agency for Holland House Sales Co., Woodside, N.Y., reported last week.
H. Sumner Sternberg. EWR&R account executive, noted that the commercials will demonstrate the actual mixing of a whiskey sour, but pointed out that the Holland House mixes themselves are nonalcoholic. He envisions no serious opposition from stations if Holland House and EWR&R decide at the end of the 13-week cycle to extend the spot tv effort in other major markets where the advertiser has distribution. He observed that another station in the New York market was desirous of obtaining the Holland House business, which marks the company's first use of tv. (In the past, mixes have been adver
tised on tv, but it is not known if any showed actual demonstrations, using liquor).
Mr. Sternberg said that $35,000 will be spent on the WPIX (TV) campaign, using a total of 150 prime time one-minute announcements to advertise the company's line of Martini, Manhattan, Daiquiri, Old Fashioned, Gimlet, Tom Collins, Bronx Cocktail, Side Car, Quinine and Sour mixes. At the end of the 13 -weeks, he said, sales results will be evaluated and a decision made on future use of television.
WPIX (TV) officials declined to comment on the transaction, but said the copy had been cleared by the continuity department as "satisfactory."
Holland House is a major newspaper advertiser with insertions in more than 130 papers and also uses consumer magazines. Its entry into tv was suggested by Rollo Hunter, EWR&R vice president in charge of radio-tv, and Mr. Sternberg.
Tv Trial Balloon Filled with cocktail mixes
■ Business briefly
Time sales
Chrysler goes fm ■ Chrysler Corp. (Imperial car), Detroit, last week announced the signing of a contract with the QXR Network for sponsoring a five-minute news series, across-theboard, on 27 fm stations throughout the country, starting Oct. 3. It is said to be "one of the largest fm commercial contracts," with the cost to Chrysler of
about $125,000 on 52-week basis. Young & Rubicam, New York, is the agency.
'Disney' renewal ■ Canada Dry Corp., N.Y., and its participating bottlers have renewed for a second season their cosponsorship of ABC-TV's Walt Disney Presents, starting Sept. 25 (Sun. 6:30-7:30 p.m. in Eastern and Pacific time zones; 5:30-6:30 p.m. in Mountain and Central zones). Agency: J.M. Mathes Inc., N.Y.
46 (BROADCAST ADVERTISING)
BROADCASTING, September 26, 1960