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American Tobacco Company's Lucky
Strike became Lasker's biggest account. Lasker and his associates
worked closely with George Hill of American Tobacco Co.,
to develop an innovative campaign that caused a boom in
Lucky Strike sales.
Toni
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Nelson Harris,
a small Minnesota home permanent manufacturer, contacted
Cone in 1946 to market a home permanent kit. Harris
named the product Toni and called on Cone for assistance
conveying Toni's messaging. Cone and his team rose to
the challenge, creating the memorable and convincing
ad series "Which twin has the Toni?" One twin had a
Toni home permanent and one had a professional salon
permanent, but the $24.00 professional permanent was
indistinguishable from the $2.00 home permanent. "Toni"
made a permanent wave available to countless women who
could never afford one before. |
Dial Soap
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FCB developed the Dial soap advertising campaign under the direction of D. J. O'Sullivan, Armour & Company's advertising manager.
Armour had incorporated
an antifungicide chemical, hexachlorophene, into a bacteria
killing soap. The soap market was dominated by Proctor
and Gamble, Colgate - Palmolive, and Lever Brothers.
The key to a successful entry into the soap market would
be an outstanding advertising campaign, plus a good
product. Cone and his associates developed an advertising
campaign that was so successful it was used unchanged
for sixteen years. During this time Dial Soap moved
from fifteenth to first, in terms of toilet soap sales
volume.
Click
here to read more comments about Dial's advertising.
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Edsel
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The Edsel was
an exception to the unquestionable success of Foote,
Cone and Belding. Despite the huge advertising budget
and a well developed advertising campaign, the product
displayed poor sales. The cause was a design flaw in
the product. The public's automobile preferences had
changed while Edsel was under development and the manufacturer
failed to modify the product to match the new consumer
preferences. Thus, the advertising was unable to move
the product. Cone offered this explanation, "No amount
of advertising can sell a product that does not offer
basic values to the customer". |
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