Sponsor (Jan-June 1953)

theme and one basic film commercial for both the chlorophyll gum and mints. This is the well-known "kissing sweet"' commercial, in which, by this time, the young couple have kissed each other with boxes of Clorets in their hands more times than anyone would want to count. Naturally, with Clorets sales doing so well, Chicle has not seen any reason to change this basic TV commercial. There have been minor changes in the photography and copy to adapt the gum commercial to the mints, and there have also been other slight variations. But the commercial is pretty much the same as it was when first used in 1951. Chicle's present pushing of Clorets may tend to blur the fact that its established brands, such as Chiclets, Dentyne, and Pepsin, represent, by far, the bulk of its business. Air spending for these brands is currently light compared with Clorets. and is all in spot. Radio announcements are used in 65 non-TV markets, primarily for Dentyne. According to Rorabaugh Report, here are the number of TV markets used during the past three quarters: Third quarter. 1952 Beeman's Cum, 6. Fourth quarter, 1952 Beeman's Gum, 8; Crawford's Cough Gum, 5, all in New York State. First quarter, 1953 — Beeman's Gum, 21 ; Crawford's Cough Gum, 6. Between the years 1937 and 1951, Chicle had only three network radio shows. Most of the air money went for radio announcements. But in 1951, Chicle, coached by Sullivan, Stauffer, Colwell & Bayles (which handled its regular gum brands), plunged into network radio with a bang. Starting in July 1951, Chicle bought ABC's Pyramid Plan. Chicle used participations in three of the six Pyramid programs per week. Most of the commercials were for Chiclets. Programs included The Fat Man, The Casebook of Gregory Hood, Top Guy, The Sheriff, Defense Attorney, and Stop the Music. In 1952 Chicle cut down on its Pyramid buys but stayed with Stop the Music until June. The gum company also bought a five-minute Will Rogers show on ABC. On twice weekly at 5:55 p.m., the program featured recordings of the late humorist's radio programs of the '30s. Show started in October 1951 and ended in January. For the '51-'52 season, Chicle had another five-minute segment on Mutual: Bobby Benson. The firm wrapped up its 1951 buys with NBC's Operation Tandem, which consisted at that time of The Big Show, Martin & Lewis, and Mr. Keen. Chicle remained in Tandem until April 1952. In the summer of '52, Chicle went over to CBS, bought two participations in the net's Power Plan. It continued with the regular winter-season Power Plan — participations across the board in FBI in Peace and War. Mr. Keen and Meet Millie — during the last 13 weeks of last year. With the dropping of the CBS package, Chicle also dropped SSCB, turned over its entire account to D-F-S, which had been handling Clorets. Outside agenc) sources say the prime reason for SSCB's losing the account was that with Chicle spending most of its ad money on Clorets, SSCB was left with little to do. Now handling Chicle at D-F-S are Ray Cabrera, assisted by Allan Gavan, for Clorets. and Gordon Johnson, seconded by Alan S. Perry, for the other brands. Selling gum is not quite like selling a gum deodorant, but there are some you may not always HIT THE TARGET but it's always a bull's-eye WHEN YOU SPECIFY... ITA IKKam ERIE, PA. Yes, your sales arrow hits the target in Pennsylvania's Third City when you have YVTKK carrying your advertising message. It's the station that more people listen to. Check the Pulse survey! * RADIO * TV * NEWSPAPER National Representative HR Co. an EDWARD /U4& New York Office, Hotel Barclay— Home Office, 500 Security Bldg., Toledo, Ohio 4 MAY 1953 69