Sponsor (Apr-June 1962)

Leading bottled & canned soft drink advertisers in 1961 Television Newspapers Magazines Outdoor Total %TV Coca Cola Co. $7,885,360 $ 564,511 $2,937,664 $2,087,296 $13,474,831 58.5 Pepsi Cola Co. 5,570,626 2,021,999 1,927,646 754,608 10,274,879 54.2 Seven-Up Corp. 2,263,281 361,557 2,251,359 1,155,957 6,032,154 37.5 Royal Crown Cola Co. 701,100 626,050 869,406 782,860 2,979,416 23.5 Canada Dry Corp. 1,149,560 480,931 676,370 235,443 2,542,304 45.2 Dr. Pepper Co. 799,010 101,941 235,250 142,838 1,279,039 62.5 Cott Beverage Corp. 734,180 147,914 882,094 83 2 Schweppes (USA) Ltd. 350,270 81,885 364,540 796,695 44 0 Hammer Beverage Co. 385,030 385,030 100 0 Hoffman Beverages 242,270 62,902 17,100 322,272 75 2 Total Top Ten Sources: Television: TvB-Rorabaugh ai $20,080,687 nl UNA-BAR. Newspapers: I $4,449,690 ureau of Advertising. ^ $9,279,335 [agazines: Leading Nati $5,159,002 jnal Advertisers. Outdi $38,968,714 or: Outdoor Advertising, Ii 51.5 n have recorded the highest sales in their history. Consolidated 1961 net profit for Coke after reserves, taxes and all other charges was $42,487,358. or $3.08 per share. This compares with $39,341,319 or $2.87 per share in 1960. Net sales for Pepsi in 1961 were a record $173,854,426 compared with $157,672,258 in 1960. Net income for 1961, after taxes and adjustment for foreign activities, amounted to $14,368,035 compared with the previous high in 1960 of $14,180,701. Pepsi's war against Coke is indeed effective, say many observers. They say there is a new militancy at Coke and its bottlers are now having to fight to maintain top position in their territories. It is said that Coke, the giant, is at last awakening to Pepsi's influence and market infiltration and beginning to slug it out with the young upstart. "Coke has finally conceded that we're in the ball game," a Pepsi executive said exultantly. It has even reached the stage where chief executives of the contestants' advertising agencies have entered the fray with more than academic stance. Charles Brower, president of BBDO, agency for Pepsi, in unveiling last year's campaign for the client, told all present that the ad campaign not only had the potential of "knocking you off your seats right here in the aisle, but of knocking your fatheaded competitor off his undeserved pedestal forever!" These bellicose words may not have produced an immediate revolution at Coke but they did result in a small tremor, according to reports. But most Coke executives still refer to makes the difference BATTLE of the bottle vs. can — Armstrong Circle Theatre commercial points up advantage of glass package over disposable can Pepsi as "the imitator' and proclaim that Pepsi reached its peak three years ago and hasn't done much since. "Pepsi is clever, shrewd, astute and damn progressive," one Coke executive told SPONSOR. "We have a great deal of admiration for those o fellows." But one detects in these words the lofty condescension of a dowager dame looking down her lorgnette at a dead-end kid sporting brass knuckles and a flashy diamond stickpin. That Coke has taught the advertising world many invaluable precepts was made clear on Tuesday, 12 June, when Marion Harper, Jr., chairman of the board of the 4A's and chairman of the board of Interpublic (McCann-Erickson, an affiliate, is the agency for Coke) spoke at a CocaCola Area Advertising Meeting. Harper saluted Coke for pioneering "in the use of advertising in American business, both here and abroad." Its (Coke's) advertising practice has provided a kind of graduate business course for enterprises in many different fields, including its own field of refreshments," Harper said. "It led the way in its advertising phi SPONSOR 25 JUNE 1962 29