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DIXIE CUP
(Cont'd from page 42) agency. Hicks i Greist. whose vice president and director of radio and tv. Ted Grunewald. suggested a new approach to buying tv.
The new approach called for an adaptation of the standard contiguous rate structure. Rather than the traditional application of the discount principle (to large advertisers who used 52-week schedules I , a plan was worked out so that the buying could be lumped within a single month, yet still qualify
on volume for the discount rates. The result was a two-fold gain: the company derived tremendous impact and created a dramatic promotion by virtue of the saturation, yet achieved it all within a tight springtime budget.
The second problem — sales strategy — came down to what to say, and how to say it. The answer to this came out of a test print campaign the company had run some time earlier.
The theme was based on the idea that a cup dispenser in the bathroom would eliminate the unsanitarv bath
See PETERSGRIFFIN-WOODWARD, INC.
room drinking glass. The problem was how to translate the idea to tv.
There was an additional complication: the fact that several programs were being used meant various time segments, range of audiences and widely divergent characteristics and personalities of the 13 shows.
The agency solved this by preparing special scripts for each show, tailored to the delivery, audience loyalties and patter of each performer.
The only unsolved problem remaining was that of continuity throughout the promotion. The agency inclined toward an animated film, but realized the difficulties it would entail.
The solution came with the development of a germ with a tough-guy accent. The "joim" was a clearly-defined villain, the kind viewers actually want to see foiled, but was also prototype enough not to make the skin crawl. What emerged was a dastardly villain who makes his home on "dat bat 'room glass dat everybody uses."
The written commercial scripts and the animated film were used evenly over the 36 commercial minutes — 18 times each. Since there were 13 shows this meant that each show had at least one of each, giving the campaign the benefits of both the personal performer touch, and the continuity theme.
Was the campaign successful? "The campaign scored on two counts," reports James W. Stitt, Dixie's ad manager. "The tv personalities selling Dixie home dispensers brought people into stores to buy. At the same time the idea was a 'first,' so we got favorable dealer reaction on our astuteness. What more could we ask for?"
This year's campaign was a continuation of Dixie's policy of using a healthy portion of its advertising for air media. It was not always so. Prior to 1954, the company used print exclusively, but that year it began exploring tv tentatively, via local participations in selected markets.
By last year more than 50*^^ of the budget was going into air, a situation that could well continue, based on the success of the current eflFort. Says Russ Wood, Dixie's sales director, home products division: "Air media works. We've proved this to our own satisfaction. Not only can tv be merchandised to the trade, but we've learned that chain store buyers expect a company with the stature and reputation of Dixie to use the medium." ^
6 SEPTEMBER 195o