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Time
Coordinated Advertising Campaign in All Media Promotes Weekly Show with Audience Participations for Abbotts Dairies on WFIL
The Foley Agency covered the Philadelphia market with bottle collars plugging the show attached to its 60,000 regular Abbotts Mii.k deliveries. \Vindow posters are being displayed in all of the company's 5,000 retail outlets, and display cards are carried on all Abbotts milk delivery wagons.
In advertising, 1,000 lines were purchased in Philadelphia's three top newspapers preceding the opening show. Regular paid spot announcements on A\TIL were altered to promote Teen-Age-Time.
Abbotts 2,000 employes were handed personal invitations to attend the show and workers were also reached through a full-page advertisement in the Abbotts house organ, The Abbotts Family.
Ihe current campaign co\ers Philadelphia, Camden, and subinban towns, and
plans ha\e been made to cover oiIki points on the Abiu)tts market.
SUMMER NETWORK
Teen-Age-Time will be piped to WFPG, the ABC oiulet in Atlantic City, X. J., for 10 weeks beginning June 29. This network feature is aimed to follow vacationing teen-agers to the shore with their favorite i^rogram. There again. Abbotts will utilize newspaper and radio advertising to promote the show.
PRODUCT TIE-IN
Most popidar of all promotion features are the Teen-Age-Specials, fountain concoctions carried at all Abbotts Ice Cream outlets. Sundaes, sodas, and other ice cream dishes with special twists are given names identifying them with the teenage show.
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• Sweet music for teenagers. "Skipper" Dawes leads Candy and the WFIL teen-age chorus. For the benefit of summer vacationers, series is to be piped to WFPG, Atlantic City, N. J.
JUNE, 1946
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