Motion Picture Herald (Apr-Jun 1955)

Canada Dry Campaign Launched To Promote All Drink Flavors TO PROMOTE Its full line of family beverages on a national scale, Canada Dry Ginger Ale, Inc., has launched a multi-million-dollar advertising campaign comprised of six full-color pages each in "Collier's" and "Look," Otis A. Glazebrook III, national syrup sales manager, has announced. The campaign, which began in April and will run through the summer, is being coordinated with vigorous local campaigns using TV, radio, newspapers, 24-sheet posters, pointof-purchase displays and other supplementary media. The local campaigns are being activated by Canada Dry's 177 franchise bottlers in addition to all plants owned and operated by the company. Hitherto the company has concentrated its national advertising primarily on Canada Dry ginger ale and club soda, Mr. Glazebrook explained, with the fruit flavors accorded extremely limited attention. However, in full recognition of public demand for expression of choice, Canada Dry's advertising and marketing strategy will be directed toward making a complete line of mixers and beverages easily accessible to the thirsty public. Backed by the Canada Dry name and label, "nationally famous for three generations," the fruit flavors have already been enthusiastically received, said Mr. Glazebrook, and the purpose of the campaign is to give added impetus to the already existing demand. The importance of this new advertising angle to both drive-in and indoor theatres was emphasized by Mr. Glazebrook, since they are finding the installation of multi-drink machines increasingly profitable as compared with the oneand two-drink venders. With Canada Dry in a position to supply a complete line of flavors, including "still" as well as carbonated beverages, whether the machine be a "3-drinker" or a "10-drinker," the refreshment stand operator can be assured of national advertising support for every drink he offers, Mr. Glazebrook said. Cr, to quote the Canada Dry slogan, "The flavor you like by the name you know." Exhaustive research has shown, continued Mr. Glazebrook. that the nationally advertised beverages consistently outsell unbranded varieties; and the guarantee of dependable high quality builds a much higher repeat business resulting from consumer satisfaction. Moreover, Canada Dry uses every modern scientific method to maintain the flavor and purity of its products, thus insuring the public of top quality, whenever and wherever purchased. For example, mobile laboratory units are constantly touring the country to check the output of Canada Dry's bottling plants. An added benefit of the new-type advertising to theatres was indicated by Mr. Glazebrook, who termed it "reciprocal sampling." With supermarkets and other outlets carrying more flavors, the public will be educated to look for a broader choice of taste experience at their favorite theatres. Cf course, the supermakets will reciprocally benefit in their bottle sales from the sampling done at theatres. To put it briefly, greater diversification results in greater volume. In line with the new merchandising direction, Mr. Glazebrook concluded, Canada Dry is preparing additional point-of-purchase material for theatres to supplement the existing p.o.p. strips and vending machine accessories. machine in a number of its theatres and Lee Koken, head of concessions, reports that it has been of great help in building beverage sales. These large capacity machines are equipped to serve “still” drinks as well as carbonated ones, and the importance of including the former has been cited by many operators, including Mr. Koken. He has found that “a large number of patrons prefer the non-carbonated drink as a matter of taste while others must choose it because of various stomach ailments or for other reasons.” Consideration of automatic cup venders leads to a further controversy of beverage merchandising — do their advantages outweigh those of the manually operated machines? This is a question that cannot be positively answered in any general terms ; it depends on the individual theatre operation. Choice of one type or the other does not necessarily depend on the size of the theatre or its location, but on such factors as patron preference and available space. Advantages claimed for the manually operated unit by its proponents begin with the theory that many patrons come directly to the stand to purchase some other product and will buy a drink when they see the dispenser attractively and prominently in evidence at the stand itself. This has particularly been found effective when the machine is a counter model with special display features, including animated effects and illumination. INTRODUCING A NEW DRINK One advocate of this type is Nathan Blumenfeld of Blumenfeld Theatres, San Francisco, which operates 8 drive-ins and 24 indoor theatres. To introduce a new grape drink recently Mr. Blumenfeld employed a bubble type dispenser with excellent results. It is his theory that “the three most important factors for drawing customers directly into the sales area are visibility, eye-appeal and animation.” And these machines, he points out, incorporate all three. Other exhibitors have cited the appeal for many patrons of the “personal touch,” which can only be achieved by a pleasant attendant giving “service w'ith a smile” they believe. On the other hand, the automatic cup dispenser has distinct advantages of its own, including the ability to serve heavy traffic speedily and efficiently. To the innate appeal for many patrons of the mechanical facility wdth which these machines operate, the manufacturers have added increasing improvements in their designs so that they actively assist in promoting sales. Illuminated plastic displays are being built as an actual part of the front of the cabinets, for instance, and illuminated flavor {Continued on page 14-7?) 4-R MOTION PICTURE HERALD, JUNE II, 1955