THE STORY OF “THE SCOTTIES”

Hokitika Guardian, 13 January 1932, Page 2

THE STORY OF “THE SCOTTIES”

TEXAS COMPANY HAS FAITH IN PUBLICITY. “If anyone tells me advertising is going to the dogs I agree with him,” says Mr E. L. Kaule, Managing Director in New Zealand for the Texas Company (Australasia.) Limited. “Nearly every motorist in the Dominion must know by now 'the Scotties’ used in our campaign launched last month for Texaco Crack-proof Oil. These Scotties certainly have drawn the business, and your readers may be interested to know how they came to be employed. When The Texas Company was ready to market its new Crack-proof Motor Oil it knew that it had discovered a wonderful efficient lubricant. It could safely promise motorists quieter and more contented motors, and a longer lasting oil, if they used ‘Crack-proof.’ This, led, logically, to the slogan ‘Drain, Fill, then Listen.’ How to illustrate this was the next question. In a survey to symbolise the listening attitude various devices .were tried and various animals. We all know that dogs of the terrier type are bright, smart, and, by the very shape, of their heads, symbolise attention. The Scottie sbbiiied to be pre-emiHently the oile to select. Mr Morgan ernd it) be one- of the best delineators of dogs and dog types, was approached, and graciously consented to the use Of his famous etching of the Scotties,

“Besides forcibly bringing mijC the idea of the quieter motor, which is the natural result of draining and filling with the right grade of Texaco, these dogs have added a definite charm to the advertising. Nothing has been done in recent years which has received such spontaneous tribute and has become so widely popular. From all quarters of New Zealand people are writing in and commenting happiiv upon Those Texaco Listen Dogs.’ “Most advertising men will tell you that it takes more than a year for an idea to become firmly established with the New Zealand public. Not so with til? ‘Listen Dogs.’ The immediate result has been a widespread and everincreasing demand for the new Texaco Crack-proof Oil. “The Texas Company’s experience all goes to prove that given the right product and the right idea in conveying the right impression to the public, advertising can be made to pay just as surely to-day as ever in the past. Every step should be planned carefully, every contingency covered and all tendencies to rush into print with a ‘half-baked’ campaign should be ruthlessly dealt with. Success in advertising is no different from success in any other line of endeavour. Advertising cannot create advantages or qualities which are not inherent in a product, and at best advertising for an inferior product merely serves to discover its short-comings more quickly to the public. The success in the case of The Texas Company is, I think, one of the cohesion of product, with marketing and advertising activities. Naturally, we take a great deal of pride in the ready response and interest of the public in the case of our Crack-proof campaign.”