Detroit evening times., 1945-07-24

WFiINR ooout rug -
I RAN out of room the other
Il day before / could get
around 10 some of the more
hilarious phases -ef the promo
ton campaign for the Latin
American coffee industry that
Was dreamed up by the Bucha-
nan Advertising Agency in New
York which promised TO deliver
Mrs. Eleanor Roosevelt as the
Spleler, and did.
You recall don't you, that
Harry Hopkins was then play
ing a long run Of the White
House in that great starring
vehicle Of his, the man who
came TO dinner. that that Har-
rvs kid, David. was working
for the Buchanan outfit which
TO some degree. is owned by
John Hertz Jr.. the son Of
the horse track and taxi fellow
who came out of Chicago 10 90
into banking with Lehman
Brothers in New York and into
the executive committee of
Paramount Pictures. which. hy
one of those astounding Coincl-
dences, does its advertising
through juniors firm.
WELL, anyway there you have
w Hopkins in the White House
and his chip in the agency that
wanted Mrs r, TO enunciate
pear-Shaped thoughts with clar-
lty and distinction for 81 900 A
week and you did have Sumner
Wells IN the state department
saying phooey 10 that, because
II wouldn't look so good 10 our
good neighbors 10 the south.
And here in New York we
have an American coffee fellow
who was telling me the other
day that when Welles said nix
about Mrs. r. going on The
radio, Hopkins said yep, so Bu-
chanan landed Mrs, r. and the
coffee account was taken away
from Kudner advertising agency
which had increased coffee sales
IL per cent. the year before
and given to Buchanan.
4 Ii right, so leave us get TO
"a our coffee. Well, here on
page four of the prospectus II
says that coffee is a drink of
tenlc-like qualities, that It re-
leases energy. thus making tor
personal efficiency and that the
proposition now is 10 translate
the fundamental virtues Of eof-
fee into single phrase of dra-
matte appeal.
This was building up 10 the
sock phrase or slogan which
presently leaped out Of the page
as follows:
Get more out Of life with
coffee. the Americas favOrite
drink" and the ideas then lust
raced along 10 the whammy.
which was that Buchanan could
offer the Pan-American outfit
radio personality "who can
make this program, at this par
ticular time in the history Of
the Americas, as important as
any program now upon the air"
we recommend TO you as
that radio personality" and so
forth. "the first lady Of the
United states, Mrs. Franklin ID.
Roosevelt"
Three chords, chimes and a
series of melodlouS bloops.
THEN they said they had
l. made the proper contacts,
which couldn't have included
young Dave Hopkins old gent
down there in the White House,
could they. and had "ascer-
tanned that Mrs. Roosevelt is
desirouS Of going on the air, -
DESTROYS Is pretty re-
strained word for II, but
sometimes you can score by
underStatement. too.
Well, then, they got TO ex-
planning some more about the
sap psychology of the American
masses in following leaders,
concerning which they wrote
I'm discussing our choice of
Mrs. Roosevelt as the person
ality who, by her popularity
and prestige, can best drama
tie and natiOnaliZe your sales
appeal on the radio, we have
stresse the psychological
Soundness Of using an important
person To help YOU sell coffee.
We now develop this follow the
leader principle into our actual
copy message, our actual radio
commercials themselves.
"It il characteristic Of the
people Of the United States to
follow the leader in their social
and business habits. They want
To he sure they get as much q mt
Of life as the big names in the
newspapers, the impOrta
people in public. professional,
social and motion picture life.
That's why great advertising
campaigns for vast variety Of
mass appeal commodities have
based their sales appeal on
direct reference In compliment
ary opinions by leaders In the
public eye"
But why kid ourselves Ain {
/ IL the truth?
One more touch Of merriment
and then l have Just got 10
smack up the beds and fix
dinner.