Sponsor (Oct-Dec 1964)

AD LOAD "In fhe next five years gross sales In the aerosol-shaving-lather market will reach $100 million," forecasts Burma-Vita's J. M. Jablons. NOW TO BE OFF THE ROAD AND ON TV. . . BURMA-SHAVE Forty-year roadside-sign tradition is scrapped for shaving cream's tv crack at competition's lead in the promising $100 million aerosol-lather market ■ Seldom has the success of television advertising been so clear as in the case of Burma-Shave. With the shift from popular road signs to network tv, 1964 sales are expected to double those of last year, even though tv support will only have been in effect for eight months. When a marketing executive on Burma-Shave was asked if tv should get most of the credit for the product's rapid sales growth, he answered flatly: "No — all of it." The switch from the traditional Burma-Shave road-signs oame in April, following the acquisition of the Burma-Vita Company by Philip Morris in February, 1963. Along with the change in advertising policy came a change in the product line. Since Philip Morris has been in command, the name Burma-Vita has no longer been synonymous with just shaving cream. The Burma-Vita line has been expanded to include Burma Bey after-shave lotion and a Burma Blockade aerosol deodorant. A full line of men's toiletries is under consideration, according to J.M. (Mike) Jablons, product manager for Burma-Vita. Two new products — a sun-tan lotion and a hairdressing — are already in preparation. All the advertising for Burma Vita, as well as American Safety Razor — the Philip Morris division under which Burma-Vita operates — is on network television. Naturally, the use of network tv for Burma-Shave, alone, means a great deal more money must go into advertising. But Jablons, and Burma-Vita's ad agency, Benton & Bowles, agree it's worth it. The usual amount allocated for BurmaShave road-side advertising ran about $200,000 a year. This included the cost of new signs, administration, up-keep, and payment to farmers for use of their land. Today the advertising budget for Burma-Vita — most of which backs Burma-Shave — runs over $1 million. The total amount goes into CBS network "A" time. At the going price for sponsorship of one CBS event (NFL Football at $90,000 a minute) the $200,000 budget for road signs covers two-and-afraction commercials. Television was probably not used earlier because Burma-Vita cou'd not afford it, Jablons said, whereas Philip Morris can. Today, BurmaVita's ad budget is flexible, depending largely upon the amount of money allocated to the American Safety Razor division bv Philip Morris. This year Burma-Vita is spending 15 to 20 percent of the $6 to S7 million ad budget, says Jablons. The best-selling and most-heavily-advertised product in the Burma-Vita line is Burma-Shave aerosol lather. There is tremendous growth potential in the aerosol-lather market, Jablons believes. In the next five years he expects gross sales to reach $100 million. The advertising for aerosol lathers will continue to be almost all on network tv, he forecasts. "Tv is definitely the most efficient medium for this type of commodity product," says the Burma-Vita product manager, " — that is. a oroduct that can be marketed in 300,000 to 500,000 outlets." For Burma-Shave, tv might have been a great deal more effective if used earlier. Even though BurmaShave was the very first shaving cream on the market, way back in 1926. it is currently fighting ud from an also-ran image. Jablons reveals that the Burma-Shave shareof-market among aerosol lathers — where the big competition exists today— is only 5 percent, compared to 18 percent each for Colgate's Rapid-Shave and Gillette's Foamy. Carter Products' Rise and American Home Products' (Boyle-Midway Div.) Aero-Shave hold 15 and 14 percent of the market. Jablons expects Burma-Shave's share of the October 26, 1964 41