Sponsor (Oct-Dec 1961)

Record Details:

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PRESIDENTS on hand for pre-season meeting, where sales force learned of the new tv plans, are John J. Cott, Cott Beverage Corp., (I), and S. Robert Freede of Riedl & Freede TV HELPS COTT PUT KIBOSH ON 'DEALS' ^ Bottler switches from year-round, print-promoted price deals to twin flights of quality-oriented spot tv ^ Nine-station, five-state lineup comprises 13-week, spring-summer phase; responsible for 20% sales jump ft hen last spring came in like a lion, the Cott Beverage Corp. of New Ha\en. Conn., had a qualm or two about its new "no deal" philosophy. The regional soft drink producer previousK had relied heavily on newspaper-promoted price reduction offers. But then, while competitors were attempting to huck the inclement spring weather with price deals. ( "tt was trying nut a new program of spot tv and no deals. Cott stuck to its t\ ^uns through the spring and -ummer peak soft drink selling season, and when the smoke had cleared, found it sales were 20rr ahead of tin same period last \ear. The move to tv had its inception when Cott awarded its advertising account to Riedl ii Freede. Inc.. head quartered in Clifton. N. J. As related by agencv v. p. Daniel A. \^ hitnev. Cott account supervisor, here's why tv got the nod: • Reach • Frequencv • Prestige value transferred to the product by the medium, in the eyes of both the trade and the consumer • Ability to present product dramaticallv • Broad audience composition. with bonus of teen-agers and children • Relatively low cost-per-1.000 Cott was out to build a quality and excitement image for its products. The price reduction deals that had occupied nearly all of the company's advertising energies in the past were dropped (except for off-season for. because considered detrimental to the sought after quality image. This approach was carried over to Cott's newly-introduced cherry cola, despite the fact that industry tradition calls for price inducements for new products, and sales of the chern cola nevertheless have reached the volume of Cott's best-selling fruit flavored drink, orange. Riedl & Freede developed three 60-second commercials, one each for fruit flavors, mixers, and the new cherry cola, with 20 and 10-second versions of each. For them the agencv constructed a 13-week, nine-station campaign embracing southern New England. New York. Pennsylvania, and Ohio. In nearly all cases the stations purchased were network affiliates and. keeping within the approximately 1 4.^0.000 earmarked for the drive. Cott sought top-rated, prime evening time network program adjacencies. Cott's main thrust in New York was delivered bv \^ ABC-TA which for the full 13 weeks aired 21 spots per week, mostly 20's and 60's. with a few 10's. WCBS-TV also broadcast 21 Cott spots per week for 13 weeks, but there the emphasis was on 10's. For six weeks. \^ NEVI -T\ aired 19 Cott spots a week, minute:and I.D.'s. The bottler's Connecticut buv consisted of WNHC-TV, New Haven, which carried 19 spots a week, mosth 20's and 60's with a few 10's. for the! entire 13 weeks. Also on the full 13week program was \^ HNB-T\ . New Britain, which aired 16 per week. 60's and 10's. And in Springfield .! Cott's streamlined EXCITEMENT is injected into the Cott K spots with opening scenes of running, biltt 30 SPONSOR • 16 OCTOBER 1961