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Dixie Cup's unusual Air strategy
^ To get real impact with a small budget, Dixie Cup bought a concentrated 30-day network television schedule
^ The buy, along with unusual commercials, brought Dixie Cup favorable trade reaction — and bigger sales
I here is a good deal to be said for steady, consistent advertising. On the other hand, a good case can be made for a short, but concentrated, burst.
Typical of the latter school is a campaign waged this spring by Dixie Cup, Easton, Pa., a division of American Can Co. Dixie is a manufacturer of paper cups and containers, designed for use both in the home and commercial and industrial applications.
This past spring Dixie waged a "one-shot" campaign that ran for a month, on behalf of its home products division, that portion of its line for home use. Titled the "Month of Stars,"
it consisted of a heavy schedule running almost the length and breadth of the NBC TV network schedule.
In what has been termed a "short term mass marketing approach," Dixie went on beginning 17 April for 30 days. During that period its spots appeared on 13 different NBC TV netv/ork shows. The total commercial time during the month was 36 min utes; the estimated number of impressions, 180 million.
Reaction was commensurate with the intensity of the campaign. Dixie's salesmen were happy; said one "it was a great feeling to call on a buyer for a
food chain and rattle off a dozen network name shows."
The effect on the buyers was equally gratifying. The key to success for any manufacturer selling through supermarkets is display space, and Dixie was able to note significant improvements as chains and independents tiedin with the promotion. Even from paper wholesalers, a group not notably voluble, came favorable reaction. They told the company that it came off in the trade as being highly imaginative and very much aware of the need for creative merchandising.
The campaign was short and sweet. The whole thing began about the first of the year when the company went looking for a spring promotion to push its cups and cup dispenser for home use.
The first barrier — budget — was
hurdled with a suggestion from Dixie's
[Please turn to page 78)
vith net tv programs used. Shown with Jan Murray (r) of Treasii
SPONSOR • 6 SEPTEMBER 1958