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brews tea to taste and climate
regular da\time, buys. Copy contained implied assurance to the housewife that tea was a drink her husband would accept. Here's a sample:
"For a busy housewife and her hard-working husband, their favorite time is evening — when the dishes are done, the kids are in bed and there's time to relax. For pleasant companionship during those brief moments. they might have a cup of . . . no, that would keep them awake. Of perhaps they might have a . . . no, that's fattening. Now-, what they really want is the satisfaction, the pure enjoyment of McCormick Tea."
The implication of dissatisfaction with another drink is also there. Another strong copy stress: iced tea. Southern California is the only area
where McCormick's conducts a campaign for more than six months because the climate adapts itself to iced as well as hot tea during the winter.
The agency held meetings during the year with McCormick salesman so that they could better tell chain buyers, jobbers, supermarket managers about the specialized and localized aims of the campaign. The result was increased distribution and the addition of two important chains in Los Angeles, according to Jack Sassard, advertising and promotion manager of the Schilling Div. of McCormick & Co., San Francisco.
Sassard reports that the campaign also doubled dollar sales in Los Angeles and tripled share of market.
In 1957, McCormick Tea was fourth in L. A. During the first three months of 1958 it moved to third, where it still appears on consumer surveys.
An expanded budget for 1959 accommodates a full 52-week spot radio campaign.
Tv will come in for 25r/t of the budget. Radio 75' i . Lennen & Newell has created I.D.'s and 20's with an animated '"Tea Bird." These will be used in station breaks.
A two-week "price specials" promotion will make use of tv personalities. According to Houston, the agency will compare the impact of tv personalities with that of radio d.j.'s during this short-term campaign. The results should be of interest to all media planners. ^
D.j. endorsement hypos male acceptance, ties tea to locale, says L&N's Ted Houston (c), KMPC's Dick Whittinghill ( 1 ), Ira Cook show how