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Key trends and developments in marketing and research
^ MARKETING WEEK
6 SEPTEMBER 1958 Campaigns tying in two or more different products are not new but they are be
coming more important because they offer a wedge for multi-displays in consumer retail outlets.
Here are three tie-in campaigns, two of them involving air media, now under way for the fall. Each goes about it in a different way:
• Domino Sugar, via Ted Bates, is harnessing tv, radio, newspapers and magazines behind a "Used Together . . . They Sell Together" theme.
In addition to the consumer campaign, Domino is putting out a Fall Planning Guide for retailers. This urges stores to team Domino sugar with related items and illustrates p-o-s material as well.
The Guide puts special emphasis on tie-in products for chocolate frosting. Besides Domino Confectioners 10-X powdered sugar, such a promotion would include baking chocolate, vanilla extract and butter or margarine.
• Mattel, Inc., which uses Mickey Mouse Club, will have its toy guns promoted on tv by General Mills, too.
GM is running a "Great Guns Sweepstakes" for Kix, Trix and Sugar Jets during September and October. About 16,000 guns will be given as prizes.
Fifteen filmed spots, featuring kid actor Lars Henderson — seen regularly on the Mattel MM segment — will be used by the cereal manufacturer on the Captain Kangaroo, Lone Ranger and Mickey Mouse Club shows. In addition, 10 million cereal packages will carry four-color pictures of the guns.
• Campbell is tying in soup and its own Swanson products in a "Souper-Duper Chicken" promotion this month.
Stores will be offered a scotch plaid design re-usable dump-display bin to carry out the budget theme of the promotion. Supporting material will include display bin cards, recipe pads and ad mats plus a consumer campaign in supplements and magazines.
Five products in all are involved — Cream of chicken, celery and mushroom soups with Swanson boned chicken and turkey.
New marketing concepts in the cosmetic field are in the wind, according to an ad vet in this field.
Look particularly for copy lines incorporating the "new and improved" gimmick, a label not used in the cosmetics industry until early in 1958 when Revlon pitched it. Traditional approach is to bring out a completely new product.
Concentrated marinade piquante, bouillabaisse, lobster Newburg, spiced Cherry Heering preserve, babas au rhum.
Doesn't sound much like a General Foods line, but it is. The products above were among the seven introduced by GF at the fourth annual Fancy Food and Confection Show at the Waldorf-Astoria recently.
How come? GF doesn't expect much volume from its gourmet foods, which it began distributing last year, but three solid reasons for selling them were given by Joseph B. Starke, manager of GF's gourmet foods operation:
They were (1) to contribute ultimately in a modest way to GF's profits, (2) to give more class to the GF corporate image and (3) to uncover new products suitable for mass distribution.
SPONSOR • 6 SEPTEMBER 1958