"Th ink small " and " Lemon" -Ju lian Koenig, writer; Helmut Krone , art director. "Strong bodies" art director.
John Noble, wr iter; Roy Grace,
" Live to be 100,000" - Dave Re ider, writer; Helmut Krone, art director. " How long can we hand you this line" Bob Levenson , wr iter; Helmut Krone , art director. " Ugly is only skin-deep" - Bob Levenson , wri ter; Len Sirowitz, art director.
Why so many\t)lkswagens live to be 100,000. TheVolkswogen•~n ' tthelundolo coryoutrode
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Ugly is only skin-deep. It may nor be much Ia look or. Bur beneorh rhor humble e• · lerior beals on air-cooled eng ine. It won'r boil over and ruin your pislon rings. II won'r freeze over and ruin your life. lr's in rhe bock of rhe cor for beller lroclion in snow and sand . And il wi ll give you oboul 29 miles Ia a gallon of gas. Afrer a while you ger ro like so much obourrhe VW. you even gel Ia like whor il looks like. You find rhor rhere 's enough legroom for olmosr onybody's legs. Enough headroom for olmosl onybody's head. Wilh a hor
How much longer can we hand you this line?
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on il. Snug -fill ing bucker sears. Doors rhor close so well you con hardly close rhem. !They're so o irlighr, ir's berrer ro open rhe window a crock firsl.l Those pla in, unglamorous wheel s ore each suspended inde· pendenrly. So when a bump makes one wheel bounce, rhe bounce doesn'r moke·rhe o rher wheel bump. lr's rh ings like rhor you pay rhe 11,585 ' for, when you buy a VW. The ugliness doesn 'r add a rhing ro rhe cosl of rhe cor. Thor's rhe beoury of il.
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Seven great packaged goods successes and how they got that way. When you think of Doyle Dane Bernbach, what do you think of? You think of Volkswagen. Polaroid. Avis. American Airlines. Sony. Whirlpool. Jamaica. So it may surprise you to Jearn that DDB has an outstanding track record in the Rackag~goods field as well. Described on this page are seven great packaged goods successes that DDB is currently involved in. Notice the product categories: toothpaste, beer, ketchup, soap pads, scotch , frozen baked goods, hair coloring. Each is fiercely competitive-especially today. Each percentage point of gain in share of market has to come out of somebody else's hide. Here are the facts and the figures, which our clients were good enough to let us reveal , and a brief description of how it was done.
"Rocketing from nowhere to become the nation's third largest selling dentifrice .. . " ( Front-page sto ry in Ad ve rti sing Age, J an. II th.)
The story continues: "The $325,000,000 dentifrice market apparently hasn 't seen anything like the 'quick rideup' achieved by Close-up since 1955, when Procter & Gamble's Crest won the American Dental Assn.'s seal ... " Since going national last June-July, ILever's) Closeup moved into third place with a 15% share, dropping Colgate's Ultra Brite to fifth place, behind P&G's Gleem II. Ultra Brite, backed by an $8,000,000 ad campaign, captured a 10% share of market within two years, and was, until Close-up came along, regarded as the toothpaste success story of the 1960s." Here is a classic example of client-agency teamwork on a new product introduction. First came a product with an idea- a clear red gel combining a tooth whitener and a mouthwash . A brilliant name and package. The right advertising theme, built around the name ("Close-up is for close-ups" ) , 18 grueling months of market testmg. And then the jackpot.
( Big Blue vs. Pink Pad ) has been gaining points for S.O.S even in ewYork City, the traditional stronghold of the major competitor. It also demonstrates something else : There's no such thing as a "DDB style". Each of our campaigns is designed to solve a problem and do a job.
The famous televised ketchup race.
There was this marvelous idea- the slowest ketchupstaring everybody in the face for as long as you could remember trying to get Heinz Ketchup out of the bottle, but somehow no one ever thought of doing it before. (Isn't that the way it usually is with the greatest, simplest ideas?) Since the famous televised ketchup race ("Too thick, too rich to run" ) Heinz Ketchup has increased its sales by approximately 60%, and its share of market by more than ten points. The latest Nielsen Report shows the brand share of market at an all-time high .
Here is a family-run brewery in the Midwest, turning out one of the country's really great beers, with a beautiful story that was just aching to be told. So we proceeded to tell it. And their sales went up 29.8% in two years, after being on a plateau. The new theme: "From one beer lover to another", now going into its third big season. At a time when most regional breweries are having a difficult time, Stroh 's has moved up from 15th place nationally to 13th, close behind o.l2. othing was changed but the advertising.
Nice 'n Easy ( when you know how )
When Clairol assigned DDB their ice 'n Easy haircolor in mid-'69, the big brand had been on a sales plateau for several years. Major changes were made, including repositioning and a brand new package. A new advertising theme, "It lets me be me" was introduced. Things happened. Sales are up 13% over last year. The brand is at a new share peak, four full points ahead of last year. And, most importantly, all of this has been done without increasing the advertising-to-sales ratio.
Not much room at the top.
S.O .S soap pads, the leader in its field, has increased its share of market by seven points since DDB began work on the account in mid-'66. (And you know, when you're at the top, every extra point is like pulling teeth.) For several of those years, we zeroed in on a televised demonstration that convincingly showed longer-lasting soap than the previous S.O.S pad. More recently, a unique animated demonstration
Sales up 29.8% in 2 years. Not bad in the beer business, not bad.
From 120,000 cases a year to over 700,000. (And you know what Chi vas costs.)
Undoubtedly one of the most prestigious campaigns of all time. Think back nine years, before DDB got the account, and you'll remember a couple of pretty respectable scotches that were right up there with this one in sales. Today, in the premium scotch category, nobody else comes close.
One out of every two sold today is Sara Lee.
Sara Lee assigned its account to Doyle Dane Bernbach about three years ago. During that time, the "Nobody doesn't like Sara Lee" campaign has contributed in a major way to the brand's extraordinary growth. Sara Lee sales have not only increased by almost SO%, but the brand has helped to build the frozen baked "sweet goods" category by more than 30%. In this category, one out of every two boxes now sold in the U.S. is Sara Lee.
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Obviously, there was more at work here than advertising alone. In each case, we were collaborating with a client who knew his business the way we knew ours. We started out with a viable product. We worked shoulder to shoulder in the field with the client to position the product correctly and to isolate the most significant product benefit. But then, after all the probing, then came the lonely, intuitive task of conveying that product benefit on the back of an idea that was highly motivational, fresh and memorable, truthful and believable, and quite human. That's all there was to it.
Doyle Dane Bernbach Inc. 20West43rd Strcet, N.Y. J0036, L04-1234.0ther offices in Chicago, Detroit, Los Angeles, San Francisco, Toronto, Mexico City, London , DUsseldorf, P~ris.
Is nothing sacred? Here we've been slovi.lg away for 25 yeors, improv1ng the Volkswagen's insides,
ondlellingtheouts•detckecoreol itself. And now-booml People ore try1ng to show us how it ought to be done "Whyt' we asked. 1 '1o rnoke itlookos good os it really 11." O.K.. Moybethey'vegoropoint. TheVWisonomozinglyodvoncedcor
The engine is o precision masterpiece, carved out of olum•num -mognes•um alloy It sits •n bock, over the dnve wheels Thetroctionisunbelievoble . The engine•scooled byo1r. You timply never thinkoboutwoteroront•freeze
Oilf Hardly any ever. Gosl About 26 mllespergollonofregulor. The Volkswagen's suspens•on •• like o
The $35,000 Volkswagen. sportscor's,•tsfin•shl•keol•mousine's. Almost anywhere you go in the world, o VW has been before. Its funny shape has become the tnlernattonal symbol of quoltty ond reliability. " Never change it," people beg us. And now we beg the some of you.
Hovewegonestork rovingmod1 No, but when we heard this cor was on d is ~loy ot the los Angeles lnternotionol
Auto Show, we thought somebody hod. As it turned out, there was a me thod totheowner'smodness Why not transfo rm the world's best known eco nomy cor into the world 's most economicallimousinei
Aller all, o lot of the things tha t make greotluxurycorsgreotoreolreodythere inthehumblelil!leBug: l ike23yeors of perfecting every single port of the cor. Andsubiectingittoover16,COldifferent inspectionsbeforewesellittoyou. And having it worth lots of money to you when you sell i t 10 someo ne else.
So why not stretch it out to limo tengthl Why not odd on intercom, ba r ond mohogony woodwork and tufted English upholstery and o carriage lamp to signal thedoormonl Whynotbe thesovingest millionaire on the roodl Thot,children,isexoctlyhow the richget richer.
~
Let us entertain you. There are 2200 of us. We're not only jockeys and grooms and outriders. Some of us are pretty girls called Racing Aides who look after the information desks in the Clubhouse. Someofus apprenticed in Europe's best hotels and restaurants before coming to work at the track as captains and waiters and chefs. Some of us went to Barber College. (You can get a haircut at the track.) And one of us even went to Dental School. (Believe it or not, you can get
your teeth fixed at the track.) We're all part of this daily extravaganza called thoroughbred racing. So spend a day at the races. It can be lunch, a haircut, and a trip to the dentist all rolled into one. But when you see those horses start down that stretch, you'll know it's so much more. Thoroughbred racing is now being run at Aqueduct, Monday through Saturday. For more information call (212) 641-4700 Ext. 306. For lunch reservations call (212) 641-5050.
Belmont Park · Aqueduct
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Left: letterhead for New Line Cinema, film distribution company. Press kit for a CBS program. Letterhead for a film company specializing in sex and horror films. Tim Lewis, artist. Promotion kit for New Line Cinema. Ghedini Wig box. Wrapping paper and packaging for Ann Taylor, chain of women's fashion boutiques. Tim Lewis, artist.
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ALAN PECKOLICK
the American Schoolbook
HILLEL BLACK
Author of Buy Now, Pay Later A reporter examines the books that most influence your child's life and the people who decide what goes in to them .
)MOKEGETS 11'\VOUR EVE~
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S'MOKE, S'MOKE, S'MOKETHAT CIGARETTE!
LEBOWITZ, CLIENT Having spent many years in search of the perfect client, it is depressing to acknowledge that an artisan in a Long Island basement has succeeded where I failed. This graphical person has surely found the world's greatest client. The extraordinary warmth and productivity of their relationship is evident in both the form and content of these examples which I have painstakingly gathered and painfully present.
THE ANTIQUE PRESS will print only for those institutions or causes engaging the sympathies of the proprietor. THE ANTIQUE PRESS will print for the above without interference concerning format, types, paper, etc. The right to edit all copy is reserved. Suggestions are tolerated. THE ANTIQUE PRESS recognizes no deadlines and all press runs are limited to a maximum of 250 copies per run. THE ANTIQUE PRESS is a non·profit, privately owned C & P 10 X 15 press which is generous· ly endowed by its owner.
Mo Lebowitz Owner
Encouraged, admired, trusted and appreciated by a sensitive and generous patron, the artisan has produced attractive and joyful works. I envy this graphical person his good fortune and I covet his benefactor, Lebowitz, the client. Bill Tara 0.\ SEPTE~IU E@ 6, 1966,TIIE Al"TIQLE P@ ESS .\lA@ K WAS OFFICIALLY @ ECISTF.@ fD WIT I I THE U !TED STATESI'ATENTOFFICE; THllS.\1AliJ:\'C !TTl IE SOLE P@ OPE@ TYOFTllE t'(i~OP@ IF.TO@ FO@ HVF. TY YEA@ S THE NlJ.\fBE@ IS R14693 .@EGIST@ ATJON IS IMPO@TA~T AT TilE AP.MO LEROWITZ:P-S)OP.
qgcmRR!!;;cng.§,g.h~lgc~
Dioot, ?unR.t or Corps. !At 'Cf\e !Antique Press it is tk,. Scl\ticR. system. nameo for a Y"iooisl\ worofor piece or part, in tl\is system one scl\ticR. is equal to one point.'Cf\erefore, 18 scl\ticR equals 18 points. Faces 14 points or below are categoriseo as R.leine scl\ticR (tiny), a no tl\ose of larger oenominations are classifleo as graysef\ scl\ticR. (big). !At 'Cf\e !A? we print softly,but carry a big scl\ticR.. ~ .M.o Lebow its, Proprietor, 'Cf\e !AP
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