SEPTEMBER 18, 2015 Volume 6, Issue 18
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TIDBITS® RESEARCHES
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ADVERTISING SLOGANS by Kathy Wolfe All companies know the importance of advertising and product recognition. This week, Tidbits investigates some clever slogans that have caught our attention over the years. • Who hasn’t sung along to the “Rice-A-Roni, the San Francisco Treat” jingle? The first commercial featuring the clang of a cable car aired in 1959, launching the success of the small Golden Grain Macaroni Company. The product was based on the family recipe of the founders, the Domenico’s. There were not many packaged side dishes available in the late 1950s and Rice-A-Roni was an immediate hit. It became so successful that when Golden Grain sold out to the Quaker Oats Company in 1986, the price tag was $275 million.
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• The Clairol company was started up in 1931 by two Americans who had been traveling in France and observed hair-coloring preparations there. Sold strictly to salons for 25 years, in 1956, an at-home product was introduced with its slogan “Does she or doesn’t she? Only her hairdresser knows for sure.” Within 6 years, 70% of American women were coloring their hair. The company has had several catchy phrases over the years, including 1965’s “The closer he gets, the better you look” and the 1960s slogan, “Is it true blondes have more fun?” • “Plop, plop, fizz, fizz, oh what a relief it is” is one of the most recognizable ad slogans of all time. The effervescent antacid Alka-Seltzer made its debut in 1931 as a remedy for aches, pains, inflammation, fever, heartburn, indigestion, and a number of other maladies. The character “Speedy” (signifying speedy relief) was introduced in 1951 and was used until the mid-1960s. The company had another successful catchphrase in 1971 when a man suffering from severe indigestion said, “Try it, you’ll like it,” followed in 1972 with “I can’t believe I ate the whole thing.” Alka-Seltzer’s competition Rolaids countered with “How do you spell relief?”
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