Sponsor (July-Dec 1953)

have bought a \ai iet) of I \ and i adio shows ranging from Imos '»' tndy in I") markets to radio and I A participations. Vgenc) is Dowd, Redfield S Johnstone, New ^ < ■ i k and John C. Dowd, Boston. No-( lal's budget has i limbed From the thousands to an estimated SI million nexl year which will be divided among television, radio, newspapers ami point-of-sale. Another big contender will be Canada Dry, which has a sugar-free soda palled Glamor on grocers' shelves in New ^ <>ik. Glamor went on the market last July, lnit due t>> a trucker's strike distribution was delayed until last month. Glamor is using an introductory idler technique, telling shoppers \ia print ads that if the) will send in two bottle caps their purchase price will l»e refunded. Plans have not \ el been made to include commercials For Glamor in Canada Dr\'s spot-placed film -how. Terry and the Pirates, which is in 46 markets. \\ hite Rock and Cliquot Club are the onl\ other majors among pop bottlers with sugar-free brands now on the market. Dad's Root Beer, however, told sponsor it was considering introduction of a sugar-free drink. This would make Dads the only singleBavor firm to enter the sugar-free field, the company said. \\ hite Rock and Cliquot Club are both longtime air media users, will probably take to the air with their Bugar-frees. White Hock i> selling its new brand in Los Angeles first. While other majors have not moved into sugar-free production, all are watching developments carefullv. Pepsi-Cola's introduction of diet-emphasizing copy, for example, coincided with the initial spurt in sales of \o-Cal and Cott. < oi a-( ol.i ~.nd it had no plans to < hange its i opj theme to emphasize diet and it is not planning a sugar-free brand. In the beei business, several brands have been stressing "less filling," and "less BUgar" themes. Piel's Beei spot television announcements -how thai a quart of Piel contains onlj a speck of BUgar. Outside the beverage field, other advertisers have be* ome i on< ei aed over the -pint in dietetics advertising. American Sugar Refining Co. foi iiPure Domino Sugar i running an ad with the headline. "Which i less fattening?" The ad -av that tin c teaspoonoi BUgar contain fewer calories than half a grapefruit. \ Bacardi rum ad now appearing states that a Bacardi round-up cocktail has fewer calories than two slices of pineapple. Commented an ad man who would like to see his agency land one of the sugar-free soft drinks: "The whole theme of girth-consciousness is revolutionary. We're seeing a turnabout in the soda business. Once they sold pop as an energy food. Now it's something you can eat and not grow fat on. Manv lines will be affected. \nd from a position somewhere in the middle radio and television should be able to cash in. Thev should be able to sell the sugar-frees on radio and TV as the moans of introducing the concept. \nd. on the other hand, maybe the need to combat the sugar-frees will give radio and T\ their opportunity to gel in the door at the major sugar companies." I In I • -in- in tin New ^ oik market began about two v •• u when Hv man and \b.rn Kn h, who own Kit-i h Bevei ages, lr* ., Brooklyn, look a bottle of a new drink up to \| Libel man. Kii h n < onnt executive at Grej \dv ertisin \ ■ n< v . New 't oik. Here was a soft di ink. the) -aid. thai both diabetii and those on no-salt diets i ould di ink. \ -hoit time latei No-Cal was intiodui id on a modes! -< ah in New York. It wa -old mostl) in dietai v -I..H-. ll hadn't ben on the market long when the Messrs. Kirsch noticed a liiiinv thin'.' : More I Bses of No-( il weie -old than there were people on special diets. Kirsch checked with Liberman, and Liberman checked with the Metropolitan Life In-ui am i Co. I he in-ur. hm e compan) produi ed tables w hich -bowed that one out of everv two adult think he i overweight. A few dav later Liberman wa walking down the -treet with Moiii Kirsch. "Kverv other person you see on this sidewalk.'" Liberman remarked to Kii-ch. "i a potential customer." "That's fine." Kirsch -aid. "but how are we going to tell them about NoCal?" Liberman had the answer to that one. "Radio." he replied. So radio it was that introduced NoCal to New York's ma— market. In March 1952 when \o-Cal came out. production was less than 5,000 a week. This year's production will top 2.5 million cases. And No-Cal, priced at two 16-ounce bottles for 29£, i < onsiderablv more expensive than conventional soft drink-. After radio had established No-Cal, new-papers and television were added (Please turn to page 95) What is contain no taste but Chemical's sugarless pop? Non-fattening sodas calorii s or just a few. Chemical with sin it no caloric content substitutes for sugar, expense puts prici of sugarless pops abov< 4 ordinary soda rusts. As plus, some of sugar ress convenience of no-deposit bottles. Below, Human and Mori's Kirsch of Kirsch />' y< ragt s, Brooklyn, in lab when No-Cal was born as beveragt for diabetics mainly