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ADVERTISERS
Gallic grapes and soil, plus Julius Wile Sons' know-how, brings 'new' aperitif to U.S. cocktailers
Al 0R1 IGN W( >RD was all set for a a big plaj in America. Hut advertisers and agencj together dethc word would do bettei in islation.
I Ik word is aperitif, translated cocktail wine. \tul the producl involved is St. Raphael. I'apcniil tic ■ e. When u came time to translate in turn the use ol this product for American market, however, broadcast media were In all means the primary choice.
In the oceans of beverages being rushed to imbibers read) lor something different dietarj soft drinks and malt beers are onl\ two of the main prominent examples — the ' stands a line ehanee ol opening significant streams of commerce aeross the COUntT) .
Principle channels are now being ipened b> the 87-year-old New ^ ork importing firm. Julius Wile Sons & Co., the sponsor who is introducing the drink, as familiar over he wars to Frenchmen as CocaCola is to Americans.
It was nist two short \ears ago that the Wile firm assigned its advertising agency, Chirurg & ( aims. New York, the challenge of educat\ nenean palates to the aperitif. Since 1956, Chirurg A. Cairns has wen promoting such other, sepirate. Wile labels as |)r\ Saek sher\. Bollinger champagne, BenedicB&B, Pernod To give the "new" St. Raphael lie best send-off, the agene\ advised ising broadcast media immediate!) tnd on both coasts hrst. 1 \ to nake an impact, and then radio, to ollo\* up and through. Between. is a sort of inland bridge, the) mi;;testcd national magazine ads. thus
making the promotion transcontinental.
I ike am neweomer. however, St Raphael has not been wholb tree Of language problems. cultural adaptation and -to its compliment — domestic competition I \nother product, French-named but domestical]) produced, is also being
touted via radio as St Raphael's onl) real competitor).
I he situation has [ed to some resourceful methods lor dealing with the advertising ami educating challenge.
What, exactly, would be its marketing target.' Julius Wile has its
last falCs I l < ampaign, ( hi) ■. Cairns, agent \ for Julius it ile Sons, a crew to Paris nir footage showin Raphael's sin nil r<>le in its native n>tmtry. From mi early-morning shot of the Tout i i ameras roamed the • /."
everyday views of the pervasive St Raphael signature in Paris, winding up m mi
outdoor talt'. where I'apet. .* 'omul on the table.
April 20 1964