AN ADVERTISING SUCCESS

Hokitika Guardian, 14 March 1932, Page 8

AN ADVERTISING SUCCESS

; A STORY OF THE SWISS BOLL. ■„The story o'f a Swiss roil advertising Campaign which - increased sales from weekly to 600,000 was told to "the Manchester Publicity Association by Mr W. Buehannn-Taylor, advertising manager of Messrs J. Lyons and jJ6i, Ltd., at the Midland Hotel, Man Chester, recently. ' •Their Swis s roll campaign was tgainst the criticism of every expert in 'advertising, he said. They were if.petiding money on advertising a commodity everybody made, it was said. Certainly it was tile Cinderella of Che pastrycook® art, but they emphasised uniformity of size, quality and value for money, and they wrappeu t •hygienic illy and put it in a carton. Sale s improved almost immediately They improved their services to retailers to give daily deliveries, and they went on with the campaign. They poirflted out it would cut into twelve slices. They took it to a famous photographer’s and had it photographed to give .it a lift in society. It gave it .that lift, and after one 'and a half years they started to caricature famous people in »Swiss rbl.ls, and went on to similar striking series. Sales reached 600,000 a week, and when the price wa s reduced from 10A cl to 9d, sales jumped to 750,000 a week. That grave some idea what an elaborately planned advertising campaign could do, Mr Buchanan-1 ayloi said. A man might as well throw a spanner into his machinery as cut down advertising without considering the whole thing very carefully. Backed by la complete understanding oi what would interest the purchasing public, advertising fully justified itself ; but most advertisers regarded adveitising a s something to blame if the goods did not sell and something to forget to appreciate it they did.