Sponsor (Apr-June 1964)

own ready answer. The trend towards "lightness" in both food and drink first gave the clear-cut signal in the fall of L962 for the introduction of St. Raphael. No passport difficulties whatsoever. From the beginning, all St. Raphael copy suggested "on the rocks" as a typically American — and convenient — serving style. But the cultural brewing pot exacted further modifications, as well. Radio commercials, for example, have dropped the "St." to capitalize on "Raphael" alone. Copywriting purpose is to register clearer identification, yes, but also to help the traditionally one-tongued American avoid the issue of pronunciation. Such early and Americanizing decisions cleared the way for media purchases. Here again, the new product's successful introduction provided exacting qualifications to make certain the welcome would be cordial. Television would provide the first, hard-hitting punch. Then, later, other less-expensive media could fill in with broader coverage. Last fall, Chirurg & Cairns took cameras to Paris, came back and told the whole story on tv (see cuts), showing the everyday social role of St. Raphael in its homeland and suggesting a similar destiny en Amerique. For the new spring campaign, now under way, advertiser and agency decided to capitalize on some of the values of last fall's tv effort. Their method: to translate into print and radio some of the characteristics of their tv announcements. Out of this grew magazine copy that has more than family resemblance to a storyboard — a series of artful photos in close-up that, in sequence, tell the tale as clear as the photography. Caption headlines from continuity: "You were right ... in demanding . . . something lilting, light . . . and different . . . for the cocktail hour ... so France sent Raphael." Account Supervisor Edmund Ridley says that, after using tv, "maybe it was subconscious to use a tv-likc format in print. "But consciously," he emphasizes, "we made every effort to get the spirit of tv into our radio advertising. Aim of the campaign, which places from 40-50 spots weekly on the cast and west coasts, is to prove Ridley's thesis that "you can conjure up pictures in sound." Copy chief Lon Hill collaborated with John Destler, account execu Imported wines represent only about 1% of all wine consumed in the U.S. last year, Paul L. Farber of the Cresta Blanca vineyards, Livermore, Calif., recently told the Advertising Club of New York. Consumption of domestic and especially California wines has skyrocketed in the last 17 years. The California volume of 85.9 million gallons in 1947 has increased to about 137 million gallons this year, reported Fraber, who is also director of advertising, CVA Co., The Schenley Industries affiliate. At that volume, California wines represent 78 °/c of U.S. wine consumption, with 15% produced in the Fast and remaining 7% imported. "Imported wine is no longer the requisite to fashionable dining," Farber explained. tive who also happens to be e pianist. Together they turned prim words into radio lyrics. What the\ delivered to an arranger was nc ordinary jingle, but a musical setting in a light bouncy mood — and ii used the same storyline that haa been prepared for magazines. This is the 30-second radio copj now being heard on the coasts, tc piano and rhythm accompaniment Singers are Marilyn Palmer and; I Rene Martel (who's authentically: French), and the producer is And> Halmay, head of Tibor Productions.! j New York. FRENCHMAN (sings) You wen. right . . . GIRL (sings) I demanded . . . FRENCHMAN (sings) . . . somezing lilting, light and different . . . (URL (sings) France sent Raphael FRENCHMAN (sings) Mm mm. Raphael . . . GIRL (sings) Her favorite cocktail i wine FRENCHMAN Raphael — tin largest selling cocktail wine in all of France, is now imported for only two thirty-nine the bottle. Bring this charming, continental custom to your cocktail hour. Chilled or on-the-rocks, Raphael! Remember: "50 million Frenchmen can't be wrong!" Imported by Julius Wile, New York. Earlier radio copy, which was used for St. Raphael in the fall ol 1962 and spring of 1963, was all' narrative. It established continental flair with lead-in copy in elemental) French, purposefully simplified fol Americans to understand. The current radio campaign adheres to similar logic. Radio fulfills the prime assimilation goal of show National Brewing Co., Baltimore, is using TV spots in 15 markets to promote Colt 45, its Devi Malt Liquor product. One 60-sccond spot illustrates the product's theme — "A completely unique experience" — l»> showing its cat-into lion impact upon one Colt 45 drinker. Ilu agency: W. B. Doner & Co.. Baltimore. 28 SPONSOR