Sponsor (Apr-June 1964)

VI. NEW TWIST IN PRODUCT INTRODUCTION nrthing lomt'wh.it off-bf.it in this day of sophisticated marketing maneuvers is the on-air nch for Gr.ipe-Crush in the Minneapolis-St Paul area Gwen Harvey (I) of WCCOTV interwtd <l-r) Crush International's assistant sales manager Charles Cook. Minneapolis Bottling M supervisor Vern Lowe and Crush district manager W R Olson An extensive radio and tv •dule accomplished 90 percent distribution in the market within the first two weekj MHnttfinuttiviii II iimnm :mi:r mi roadcast Promotion or Newest GF Coffee General Foods' Maxwell House vision is planning to pour mil>ns of dollars into radio and t\ r (Ik introduction ot Maxim Conntrated Instant Coffee. Rie new soluble coffee will he st-marketed via radio, t\ and wspapcrs in \lbanv starting Ma) , supplemented bv house-toilisc and mail sampling. It eonacccptancc is good, distribu•>n should be expanded rapidly. \ significant breakthrough in ixl processing, Maxim is the reIt ot main years of researeh and velopmcnt in freeze-drying. I his sthod has been employed with sited sueeess bv several food mpanies in the processing o\ •me vegetables and fruits, fish id meats-hut Maxim is the first mmereial Iree/e-dried coffee. Prices are expected to he slighthigher than tor comparable si/cs popular brands of established int coffees and on the same level ground coffee. M Penetration Nears 3'< in Los Angeles Area I lie tilth in a continuing scries researeh reports is out from BH I os \ngeles. and while it no startling information, this id the other reports provide up-to e-mmute glance at fluctuations in >it important FM market. !]iii:.raii»iillii" I here are now 1,082,004 FM homes in I .os Angeles and Orange Counties, Or 46.295 penetration ol the projeeted 2,342,000 total homes in the area. Where more dramatic growth can he observed is m the ownership ol I M -equipped automobiles, which now stands at 135,836 families. And 21.39! ol I \1 home-owners definite!) plan to include FM in their next auto, while onl) l^.N'' o\ non-FM home owners have such intentions. Other highlights: Of I'M families. 78.695 now own their homes, and 21.4'^ rent their homes, while onl) 58.795 oi nonI \l families are home-owners and 41 .395 are tenants. FM reaches the predominant share ol the older, decision-making heads o\' household: 56.295 o\ those between 45-49; 5095 o\ those between 50-54; and 58.495 between 55-64. A total ol of owners, managers or professionals own I \l sets, as do 48.395 ot clerical and/or sales workers. Onl) 22.19! of those families with incomes under $5,000 own I M sets, while 779! ol those with incomes between (10-15,000, 7l of those with incomes between $15-20,000, and m» 3 oi those with incomes over $20,000 are I M set-owners. \s in the other M HI I reports, findings are the result of a public opinion survej conducted in the i Kngeles markc ting arci I \m\ les and ( >rangt < i tunti< < by ih. I <>s \ngele Poll, a lubsid ot the John B kn \ total oi ins in home interviews « completed in s" random scl< census tracts during No\ i n Salada Moves to Carl Ally; Radio Still to Dominate Salada I OOds, ol \\ obum. \1 current!) devoting 90 percent oi advertising budget to radio ami television, has named ( .irl \llv. Inc. New i ork. as agenc] lor its entire line ol products I he new billing, totaling between $2V5 and 3 million, puts Alls over the million mark 22 months alter opening Us doors. Bulk ol Salad. is budget is earmarked tor radio, but two nationwide television buys are planned this summer lor Salada Ice lea: six prime time minutes on each ol three networks, phis heavv local spot television across the country. I he appointment covers the following products; Salada lea and lea Bags, Instant Salada lea. the new Salada Instant Iced lea Mix introduced national!) last vear. Salada I rue I nut Drinks, k introduced nationally this year, and all of the Junket brands, including Junket Rennet Custard. Junket Rennet I ablets. Junket Danish Dessert. Junket Quick Fudge Mix. Junket 1 ree/ing Mix and Sherbet Mix. 1 ast November. Junket Rennet Custard was assigned to the \IK agency, followed a little later b\ the Iced lea Mix product, and the latest appointment mines the rest ol the Salada products under one roof. Previous agenc) was Hoag & Provandie, of Boston. EUE Honored at Film Festival in Brussels I he onlv American producer honored at the recent Brussels Film Festival was Screen (ienis-owned Elliot, l ngei & Elliot ( bmmen a\k\ Industrial Film Division \ ol MI commercials were cited in the festival's tv film categorx pair of minute spots for lohnsoi Johnson ( Y\Ri and ( ampbdl Soup iBBDOi. and a two-mmute Kodak commercial in color I l\\ I •y 18 1964 51