Monday, December 18, 2017

Jingles Part Two

McDonald's ad Know the Ingredients, know the legend. Two all beef patties. BigMac compared to Superman.
Know the Ingredients, Know the Legend. McDonald's
Advertising is the rattling of a stick inside a swill bucket. - George Orwell
Jingles Part Two 
1940's to 1970's:
Pepsi's role in changing advertisements and how they made a deal with one of the most determined women in the US.  
Joan Crawford, enjoying a Pepsi for the benefit of the camera. Jingles and other stories about The American Dream.
The ultimate Pepsi promoter
Early on, radio broadcasting executives decided they didn't want lots of advertising dollars. To keep radio classy, advertisers could either sponsored a show or sing about their product . . . 
Early CBS radio program. Gunshot sound effects live and in studio. Jingles and other stories about The American Dream.
Early CBS radio, live gunshot sound effects.
but that wasn't the only marketing challenge. 
Early radio broadcasting. Sound effects during a live broadcast. Jingles and other stories about The American Dream.
Radio broadcasting in the 30's. 
Radio times were sold in bulk, forcing advertisers to produce at least 5 minutes of non-direct advertising content.
Pepsi-Cola's jingle was so incredibly popular, the entire industry changed to accommodate their ads. 
Sheet music of pepsi-cola jingle Nickel Nickel. Illustrations of Pepsi and Pete the pepsi-cola cops..jpg
Pepsi and Pete, the Pepsi-Cola cops and sheet music of Pepsi's "Nickel, Nickel" jingle. 
Most soft drinks sold a 6 oz bottle for a nickel. Pepsi sold 12 oz bottles for the same price and "Nickle Nickle" was a 30-second jingle touting Pepsi value . . .
A hardworking miner listens to the radio. c.1930s Appalachian East Tennessee. Jingles and other stories about The American Dream.
Appalachian East Tennessee
30-seconds being the time it was assumed that an irritated listener would tolerate a jingle before the turned off the radio. 
Zenith Radio Corporation, Chicago, IL. Photo of the first Zenith testing station  Edgewater neighborhood, 1920
The first Zenith Radio testing station Edgewater neighborhood, 1920
A small radio station, outside of NBC ownership, needed cash and agreed to sell a smaller time slot. The ad was so successful, Pepsi representatives were sent out to search for other stations that would run the jingle. 
"Nickle Nickle" became so popular that the large stations agreed to change their time requirements.
Cover of sheet music for Pepsi-Cola Radio Jingle featuring Keystone Cops Pepsi and Pete. c.1930s Jingles and other stories about The American Dream.
Cover of Pepsi sheet music, for the discriminating sheet music consumer. 
Pepsi's radio jingle "Nickle, Nickle" was changed to "Pepsi-Cola Hits the Spot" and became the first crossover hit. It was recorded in 55 languages, played in Symphony Hall, and more than one million records were released to jukeboxes.
Thanks to television, housewives, The Jones, and disposable income, musicians with jingle capabilities became a hot commodity.
I am stuck on Band-Aid brand, 'cause Band-Aid's stuck on me"  commercial c 1980s. Golfer standing in a pond.
"I am stuck on Band-Aid brand, 'cause Band-Aid's stuck on me."
Barry Manilow penning several jingles including, "Like a good neighbor, State Farm is there." and "I am stuck on Band-Aid Brand, ‘cause Band-Aid’s stuck on me!" 
Joan Crawford sips pepsi through a straw. The star and widow of the Pepsi Chairman insisted on joining the Pepsi Board after his death.  Jingles and other stories of The American Dream.
Joan Crawford sipping Pepsi 
In 1959 Alfred Steele, the chairman of Pepsi-Cola, died unexpectedly. He had borrowed heavily against his future salary, stock, and pension to renovate a massive New York apartment for his wife, Joan Crawford. 
The board of directors demanded that she vacate the apartment and pay her husband's debts. Joan demanded that she receive a seat on the board and promote Pepsi in a way she thought beneficial. 
Guess which happened.
Strait Jacket, starring Joan Crawford. 1964. Joan was on the Pepsi board of directors and had Pepsi products placed in her movies. Jingles and other stories about The American Dream.
Pepsi product placement in Strait Jacket, starring Joan Crawford, 1964
Joan Crawford returned to film, making brazen product placement a cornerstone of her movies. 
The Sociables Prefer Pepsi. Ad campaign in the 60's to market Pepsi as a sophisticated drink. Jingles and other stories about The American Dream.
The "Sociables Prefer Pepsi" ad campaign, marketed Pepsi as a glamourous cola for housewives. 
She had Pepsi with her at every photo op (carried by her chauffeur in a Pepsi cooler which was rumored to also contain a large quantity of vodka) and she pushed for a more sophisticated marking campaign.  
Joan Crawford sits in front of a John alcorn illustrated pepsi advertisement 1969.jpg
Joan Crawford sits in front of a John Alcorn illustrated Pepsi advertisement, 1969
Then, like everything else in the late 1960s, the backlash against a chipper, white-washed establishment created a market for rebellion . . . 
and as it turned out, rebellion, once established, was profitable.  
Hoping to capture younger buyers, Pepsi's come alive advertisements. Proof that beautiful young people on dates drink Pepsi. 1960s
Pepsi's "come alive!" advertisements, proof that beautiful young people drink Pepsi while dating.
"come alive! You're the Pepsi Generation!" was the result of a write-in contest. 
Pepsi proclaimed themselves the social activist symbol of the generation gap.
"Peace in '70" Coca-Cola sweatshirt promo. A young couple outside, drinking coke while wearing peace sweatshirts
Peace in '70', Coca-Cola sweatshirts only $2.75.
Naturally, Pepsi wasn't unique and conglomerates, spending enormous sums, sold piles of capitalistic goods to a generation who were rebelling against conglomerates and consumerism.
Coke's, "I'd like to buy the world a coke." filmed in 1971, was the most expensive commercial to date. Filmed on a hill in Rome it was more than twice the estimated 100,000
"I'd like to buy the world a coke." 
Airing in 1971, Coca-Cola spent a quarter of a million dollars, double the original estimate and substantially more than any other commercial at that time. Coke produced another, pop music variation and "I’d Like to Teach the World to Sing (In Perfect Harmony)," was number seven on Billboard Hits.

75 years after "Under the Anheuser Bush", Anheuser-Busch updated their beer garden song.  
"Here Comes the King", besides being damn catchy, further blurred commercial and pop music. 
Budweiser sponsored Lou Rawls's concerts and Rawls sang about the King of Beer.
Sonny and Cher in concert. Costumed in bedazzled jumpsuit and Indian headdress / loincloth.
Sonny and Cher recorded "When You Say Love", written to the Budweiser tune. Anheuser-Busch successfully sued for copyright infringement.  
Up Next:
Paul McCartney and a Pepsi Cola transistor radio. Jingles and other stories about The American Dream.
Paul McCartney and a Pepsi Cola transistor radio
 Cola wars, copyright and Michael Jackson's and Paul McCartney's BFF status, and American gullibility may not be as expected.
#Marketing #Sales #Jingles #AmericanDream

Other stories of Marketing the American Dream: 
Musicals on an Industrial Scale

Jingles Part One

Jingles Part Three

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