Vol. VI, No. 42 October 15, 1951 NEW BUSINESS J. Walter Thompson-Cape Town has been appointed as publicity counsel for THE BRITISH TRAVEL & HOLIDAY ASSOCIATION, effective Nov. 1. ... J. Walter Thompson- Calcutta announces appointment by SHALIMAR PAINT COLOUR & VARNISH CO. LTD., manu­ facturers of a wide range of paints and varnishes for the past 50 years. BIO RESEARCH, INC. (NY) New Cold Treatment Enters Test Markets. Relieve Beginning Nov. 1, Bio Research, Inc. will introduce its revolutionary new Cold Distress in Ona-Hotf Hour! cold discovery, Coromist, on a test basis in Madison, Wise, and Rockford, 111. Coromist, a recently perfected nose drop formula, is not an anti­ histamine, contains no oil. The new product, priced at 69#, carries a §&3^ E5_««5 double money-back guarantee. i •-:^::.~-- -"'-'? ^refJ* Theme of the introductory advertising is contained in the headline — "Re­ lieve Cold Distress in One-Half HourI" Copy points out that Coromist, un­ like antihistamines, is effective for both common and allergenic colds, because it "clears head — arrests bacteria." ... Advertisements will ap­ pear frequently in 50- to 600-line size in newspapers and will be supported by radio spot announcements. Attractively packaged in a brown and white carton, Coromist will be heavily merchandised. If it isn't owned and PAN AMERICAN WORLD AIRWAYS (NY) Protecting A Trade-Mark. operated by Quite often the question of how to protect a trade-mark — and how Pan American World Airways to properly use it in advertising — comes up on various accounts. it isn't a "Clipper*"! The advertisement at right, appearing in Time magazine, October 22, llcftnwiu shows how Pan American is taking pains to protect the word "Clipper. Text of the full page incorporates a special panel which elaborates cap. • msktrnd. .- -Jsag" the legal rulings entitling the airline to exclusive rights to the Womr, Man ex :;_r._=_;-_.— .mrmlttmttrtm OH j__-rs__»»7 IH**, "Clipper" identification. .,_—____.-._•!__- . ..- — - — UNITED NATIONS WEEK (NY) Thompson Supports UN For Fifth Year. fltiY AMFM/Ci/t/ m*LD AlMWWS October 24 marks the day 6 years ago when the Charter of the United Nations came into force. For the 5th consecutive year, J. Walter Thompson lends its support of UN Week, with the slogan: "Our best hope for PEACE is UN plus YOU." Objective is to promote wide-spread observance of UN Week. ... J. Walter Thompson designed the poster seen at left, in addition to sending a UN release to 1,250 radio broadcasters across the nation. Written exclusively for radio, Thompson's message is a poem, "Prayer For The United Nations," which begins: "Lord, hear this prayer from old and young; from every creed and every tongue: Give us the hope and strength we need, to make our world one world indeed...." FLEXEES, LTD. (London) British Advertising Applauds American Fashion. J. Walter Thompson-London opened a heavy fall campaign for Flexees Ltd. (British sub­ sidiary of Artistic Foundations, Inc., N.Y.) with spreads in Sept. issues of Vogue and Corsetry and Underwear, and extensive dealer support in 27 London and provincial newspapers. ... Copy appeal is based on the wide recognition of the smartness of American fashions and the superiority of American founda­ tion garment design, coupled with British craftsmanship and finish. Artwork by Alfredo Bouret, French Vogue artist, underlines the possibility of wearing fashion-right clothes in spite of a far-from-perfect figure. ... With increasing price resistance, the British corsetry market is becoming more competitive. Flexees was alone in reducing prices by 10% during August, a fact which was announced in a Thompson- prepared leaflet. -2- GOODLASS, WALL, LTD. (Bombay) Native Dramas bring Color Story To Life. To establish firmly throughout India the name of Goodlass, Wall, Ltd., as a manufacturer of fine paints is the object­ ive of an institutional campaign which is being continued for |k Drum* Cor the a second year. A limited advertising budget in the face of heavy competition dictated a dramatic, curiosity-arousing L Doctor copy story. Subjects chosen were exotic to the Indians and, as such, interesting. Advertising treats of the exciting hist­ ory of American Indians, Aztecs, Mayas, Incas and Pacific "'" ^HP'- .«J,.J-i-l«p.ii_nl_.l_.-»l«iilir«iaKi -^^ ___. ™. - , r„, r__, ___ p-M .<ik -W. Islanders, and the importance of color in the lives of these primitive people. Headlines such as "Drums for the Witch Doctor" (see left) and Ua_M»TA..i.r-u_.«'~iiH- GOODLASS, WALL LIMITED "The Island was TAB00l"are designed to excite interest. They lead into the copy story which traces the history of color from the dawn of time, when man made pigments from roots, earths and berries — pigments which were endowed with magical powers because they brought into his life the warmth, cheer and protection he desired. Copy goes on to point out color's vital role in civilization and the elevation of paintmaking to an ex­ act science, emphasizing the part that Goodlass, Wall,Ltd., with its constant research, has played in meeting increasing demands on the paint industry. Full pages in color are used where possible ln magazines. The campaign was pre-tested with advertisements offering free full-color reproductions of B&W adver­ tisements. Requests so far exceeded expectations that copy approach and dramatic art work are retained as the basis for the second year's campaign. WINE ADVISORY BOARD (SF) Observes "National Wine Week." The Wine Advisory Board opens its fall sales drive with the 13th annual "National Wine Week," Oct. 13 to 20. 1,000- and 800- w line newspaper advertisements in 135 metropolitan dailies are Nfitionnl ___" announcing the event to consumers while J, Walter Thompson- designed Wine Week banners and cards (see right) will be used Wine Week to tie in store and window displays throughout the country. presents Direct mail pieces and trade advertisements promoting a retail ,t /titnt.sf of \ store display contest have helped bring nearly 1,700 entries inc it tues Ktirrftiivdy to date — almost double the number received last year. Departments BOifflAY OFFICE Twenty-Five-Hour Service. About a fortnight before the 4th of July, the U.S. Information Service in Bombay approached j. Walter Thompson-Bombay with a request for 1,000 copies of "American Words," an illustrated leaflet containing quotations from great American writers, published by Life Magazine. Arrangements were made with the NY Office and the pub­ lishers for copies to be airfreighted to Bombay — but halfway through the morning of July 3. J» Walter Thompson-Bombay received a cable saying that, owing to a strike in New York, the copies could not be delivered. Working all night, Bombay's Production Department Head made, from the only copy of "American Words" available there, half-tone blocks of the 13 Illustrations and line blocks of the text. The first copy was handed to the U.S.I.S. exactly 25 hours after the job was taken in hand, and complete delivery made at 3*30 on the Fourth — in plenty of time for the special function arranged by the American Consul General the same evening. OUTDOOR Brand Name Position. Brand name should be placed on the left of slogan on outdoor posters, as close as possible to slogan or copy, according to recent study by Psychology Department at Cornell University reported in Advertising Age (Oct. 3). Study showed that words become progressively harder to read the farther they are to the right of the mes­ sage; brand name and whole sentences get better attention if brand name is distin­ guished by size, color or shape from other words; a square or outline of the same color around brand name cuts down legibility; lines, arrows or curves draw atten­ tion to the brand name and to the whole sentence, particularly if differentiated by color. -3- Campaign of the Week LEVER BROS. & UNILEVER LTD. (London) BACKGROUND Crosfield, Watson and Gossage Ltd., Is an associate company of Lever Brothers and Unilever Limited. One Jill gets a shock! (£§> of its chief products is Persil, a soap powder, mar­ iluu ilitl il happen . keted in Great Britain since 1909. J. Walter Thompson-London was appointed in 1946. Prior to the appointment, advertising was based on M_- DAIX K "whiteness", summed up in the phrase "Persil Washes Whiter" and expressed visually with a "before-and- M after" technique. Consumer research showed that whiteness was synonymous in housewives' minds with PERSIL cleanness and that whiteness was the quality they washes whiter! most desired in a soap powder. PROBLEM When J. Walter Thompson-London took over in 1946, soap was still rationed in Great Britain. Main competitors were Rinso and Oxydol. Soapless detergents had not yet arrived. Persil, Rinso and Oxydol each held approximately 30% of the market — a situation stabilized by the Government through the allocation of raw materials. The inevitable cessation of rationing presented a two-fold problem: should the whiteness theme be retained; if so, how should it be presented? CURRENT CAMPAIGN Because consumer studies showed that whiteness is still the most eagerly sought result, it was decided to feature this advantage. But presentation posed a ticklish problem. Something more compelling and dramatic than the pre-war compar­ isons was required in the face of competition from the newly arriving synthetics. SOLUTION J. Walter Thompson's solution may be seen in the half-page news­ paper spread above. The original white and off-white comparison is retained, but is given new interest by means of a "double- take" trick, featuring two young girls. The two figures are featured throughout the schedule — in newspapers, magazines, posters, films, movie slides and store material.