J. WVLTER THOMPSON COMPANY NEWS VOLUME XXI, NO. 3 FOR STAFF MEMBERS ONLY JANUARY 28, 1966 Sunshine Rinso radiates a brand new glow Sunglasses help score market share increase NEW YORK—Can an old but good prod­ uct find happiness with a new image? The answer is yes if the product is Rinso and if it's handled with the creative intel­ ligence described last week by manage­ ment supervisor Jack Bernhardt. His presentation of "The Rinso Story" was the subject of a recent Eyes on Thompson ses­ sion at JWT-NY, one of a continuing series of educational discussion programs held periodically for members of the JWT- NY staff. A new campaign registers that some­ thing totally new has happened to Rinso, creates a new image for Rinso and con­ veys its outstanding and unique character­ You'll love washing with sunshine... You'll love washing with sunshine... istics. Currently running in print and on New sunshine Rinso with "sunshine whiteners" reaSiy does New sunshine Rinso with "sunshine whiteners" really doe§ aa new! It makes your clothes so fresh and sunny TV in a selected test market, the new ad­ act new? !t makesyour clothes so fresh and sunny they glow- like drying them outdoors! they glow—like drying them outdoors! vertising is sparking increased sales. The Fair Warning; Get nut your sunglasses anu ise ready fur liW wiw surwhtne Rinso glow! distribution in the test market has been expanded and the market share is ahead DAZZLERS—Print advertisements underscore Rinso "sunshine whiteners" theme. (Continued on page 4) Anatomy of a commercial 'Race for Relief promotes Whitehall's Direxin NEW YORK—Use of a fully documented sympton treatment—it is a sublingual cold so that complete authenticity of the tele­ commercial, with cold sufferers taking medication . that is, it provides ex­ vised test can at any time be vouched for. medication right on camera, is the unique tremely fast relief from the discomforts Fundamentally, the film shows two cold technique employed by a JWT-NY ac­ of a cold by dissolving under the tongue, sufferers, standing side by side. Their count team to promote a new product instead of taking the longer stomach route symptoms are obvious and virtually iden­ concept in providing cold symptom relief. to the sufferer's blood stream. tical. Simultaneously, they take medica­ But the steps leading to the current air­ tion—one a Direxin tablet, the other a ing, nationally, with extra stress in 25 ma­ Two versions made Contac. jor markets, of a new message for Direxin To dramatize this new concept, and the The message demonstrates that in six (a product of JWT-NY client American fact that Direxin provides relief much minutes the Direxin is able to bring relief Home Products Corporation's Whitehall more quickly than common cold capsules, to the extent that the patient who took Laboratories Division), make for a classic JWT has prepared for its client a 60-sec. it can happily exclaim. "Hey! I feel better case history study of procedures. and a 30-sec. version of a documentary- already. Nose, sinus, everything." A suc­ Direxin is a brand new product that type commercial known as the "Race for ceeding frame shows that, 25 minutes after embodies an exciting new principle in cold Relief." having taken the cold capsule, the other The unusual commercial marks the first cold victim still suffers from his original time that two actual cold sufferers have symptoms. Direxin television team taken medication before the camera in a But, many questions had to be answered fully documented commercial to see which before this relatively direct and simple John J. Morrissey, management supervisor medicine would get the faster result. message could be disseminated on the na­ Kevin Daley, account supervisor Because of the unusual nature of the tion's airwaves. Legal and medical experts Tom Spooner, representative commercial, unusual care went into not became involved, the Code Authority of Alan Gilburne, writer only its making, but into the peripheral the National Assn. of Broadcasters was Bill Hennessey, art director details of organization, as well. Documen­ consulted as to whether or not professional Hank Selverstone, producer tation of both a legal and medical nature models could be used in this type of com- Patricia Aitken, casting was scrupulously provided for throughout. (Continued on page 7) real fur-by-the-yard and John Weitz's vinyl pants costume. Like all items shown, they were made on a Singer "Touch & Sew," and demonstrated dramatically why 1,800,000 sewing machines were sold dur­ ing 1965—and the total number of home sewers now numbers 41 million-plus, al­ APPLAUDED — Dor- most 1 million more than in 1964. lene's polka dot bi­ To date, more than 600 photographs kini drew raves at of the fashions shown in the Singer show The Singer Company's have been requested by fashion editors, fashion show for more than 250 fashion edi­ and telecasters using film clips taken dur­ tors. ing the revue are expected to number more than 100. «R*T Singer fashion review draws over 250 editors NEW YORK—A record crowd of more of a continuing public relations program than 250 fashion editors—representing designed to demonstrate to the consumer newspapers, TV and radio stations, and the outstanding results that can be achieved magazines — enthusiastically witnessed — with home sewing. The revue, held during and later reported to their respective audi­ the 46th Annual Press Week, consisted ences — "Prominent Designers '66," pro­ of 25 creations for Spring and Summer duced for The Singer Company by the by 21 top designers—all available as pat­ JWT Singer Public Relations Group at the terns. Hotel Astor here Jan. 11. Among the designers represented were A "fashion revue for the woman who 1965 Coty award winners Sylvia de Gay sews," the show was presented as part and Mr. Mort, as well as Larry Aldrich, Anthony Blotta, Bob Bugnand, Oleg Cas- sini, Pattullo-Jo Copeland, Ben Reig and Singer PR Gro up Hannah Troy. A lively commentary was CITED—This point of purchase piece, Singer's "Sale-a-Thon Hostess," designed by JWT-NY Ron Sherman Rosemary Dreyer provided by Judith Crist, N.Y. fferald marketing-merchandising personnel, has been Gene Secunda Sara Labas Tribune film reviewer and Today Show awarded a Certificate of Excellence in a con­ Isabel Hamilton Janet Olsen drama critic. test sponsored by the New York Printing In­ Miraed Peake Annamarie Domas Loudly applauded by the fashion writ­ dustries. ers were a Bud Kilpatrick coat made from Xew i liampion campaign compares product with AC Acceleration tests at the famous Sebring RaceTrack proved how much the brand of spark plug can affect 149 out of 50 engine performance! In 49 cases out of 50,Chevrolets The accompanying performed better with Champion spark plugs than with Champion advertise­ ment, from the Jan. the plugs that originally come in Chevies. Other tests 21 life, is part of a Chevrolets proved Champions gave better gas mileage, too! No new series that com­ wonder Champions are first choice with engine experts pares the JWT client's product with compe­ the world over! titive spark plugs HEflE'S HOW THE TESTS WERE CONDUCTED "that originally come performed in Chevies." Based on tests run by an in­ dependent organiza­ tion, the series is run­ ning extensively in better with trade magazines and on network TV spots, too. The trade paper ads mention AC by Champions! "7n America there arc 2 classes oj travel— first-class and with children. Traveling with children corresponds roughly to traveling third-class in aria. They t<ii me there is nothing lower in the world than third-class Bulgarian travel" HOW TO COOK A TIGER The in-« Ford wagons .have several features ihai elevate travel with chiHren to ai least Take one part 335 EJP V~8. Chrome plate the rocker cover 6econd-class! cap, radiator cap, air claaner cover and dip stick. Blend high lift cam; bigger carburetor. Mix in the ne* 2-*ay, 3-speed GTA Sport Shift that you con use either ; manually or let shift itself. Place the ne* shift selector between great bucket seats. No* put on competition type springs ana shocks. Add a heavy-duty stabilizer bar. FAIRLANE Place over lo* profile 7.?5 nylon whitewalls. FORD Touch off with distinctive GTA medallion and fffl contrasting racing stripe. Cover with hardtop or 5-ply vinyl convertible top with glass NEW & SPARKLING—Two fresh approaches to Ford advertising for the rear window. Serve in any of 15 colors. Spring—a Fairlane ad with a new twist to copy designed for "car buff" lhis is th© new Fairlane GTA. An original Ford recipe that may magazines and a national magazine station wagon ad which treats a be tasted at your Ford Dealers . Remember—it's a very hot dish natural situation in a humorous and sophisticated manner. The writer is Gene Hill and the art director, Andy Nelson, who also did the photography. dener stresses the richness and absolutely Diversified Ferry-Morse runs three campaigns top quality of Ferry-Morse packet seeds. Purple and gold colors are used to sym­ SAN FRANCISCO—The Ferry-Morse Seed Where a Thick Skin Pays Off." The copy bolize the superiority of new hybrids Company account is as diversified as the explains that these special tomatoes were which produce greater color and size in vegetables, flowers, lawns and cattle feed bred for machine picking. flowers and also increased flavor and ten­ it sells seeds to produce. Its three divisions The consumer appeal to the home gar- derness in vegetables.