Word: itness
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Dates: during 1960-1969
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Cupid's Quiver is sold in pastel packaging from cosmetics counters instead of drug shelves. It was introduced nationally in August, and sales in the first two months climbed to $250,000-a total that would please any marketer of a new drug or cosmetic. It has had little...
It Began Underground. The product's prospects were further heightened last month when Tawn Limited, a subsidiary of McKesson Laboratories, the giant drug wholesaler, bought the production and distribution rights. Until then, Cupid's Quiver was produced by Joseph Laboratories in Los Angeles, a tiny, one-product firm...
To gain a wider market, Socher and Meyerhoff interested Marsteller in handling the advertising account. Vice President Robert Carpenter, who until then had worked on campaigns for such items as laundry products and hand tools, recalls that his immediate reaction to the Cupid's Quiver assignment was "total shock...
Tawn's immediate strategy is to build the product's image by selling it through as many prestige outlets as possible and then move it heavily into drugstores. The only loser in this unlikely success story is Marsteller. Tawn executives last week switched the $500,000 account to...
If the echoes sometimes blend into a solid chorus, credit must be divided between Director Gene Kelly and his choreographer, Michael Kidd. Ernest Lehman's script is based on the Broadway musical (which was based on Thornton Wilder's farce The Matchmaker). It is woven from a solitary...