Word: piel
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Dates: during 1960-1969
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...last summer, largely because of the cool weather, sales hit a plateau, and Piel's looked around for an old-fashioned hard sell in the form of a jingle. Bert and Harry were seen less and less. Last week their $100,000 annual contract, owned by Goulding, Elliott and Edward Graham, the team's scriptwriter, expired. Young & Rubicam, Piel's advertising agency, did not renew it, instead tried to negotiate a new one for fewer commercials. Y. & R. explained that even though televiewers tuned in to programs just to hear the Bert and Harry ad, they...
...five years the softest sell on East Coast TV and radio opened with a gruff, bullying "Hello viewers, I'm Bert Piel and this is my brother Harry." Cartoon characters created by UPA (Mr. Magoo) and given voice by radio's Bob (Elliott) & Ray (Goulding), Boisterous Bert and Harried Harry were pitchmen for Piel's Beer-and invariably the pitch went awry. The lights failed during a taste-test, the man-in-the-street interview turned up a long-winded Piel's fan who would not let Bert get his motivational research questions in edgewise...
...viewers (Bert invariably addressed the radio audience as "radio viewers") loved it, and for three years Piel's sales set new records...
Lajos Heder, John Piel, Jamie Pusey, Charles Staats, Paul Wining, and Jai Yuh fenced sabre. Ted Boersman, Gardner, captain Larry Johnson, Walter McBeth, and Connie Wheeler fenced for the foil team, which lost five of its nine bouts to the Judges...
Brand X is such a handy device for avoiding mention of competitors that Madison Avenue is not likely to give it up easily. But some products-including Cheer detergent-have already stopped using Brand X in favor of such descriptions as "another leading washday detergent," and others, such as Piel's beer, are cutting down their use of Brand X. But Brand X has a huge reservoir of good will in TV viewers who resent loud and aggressive commercials, favor the underdog. Manhattan's Brand "X" Enterprises, Inc. is so confident of this market that it is planning...