Famous Last Words: The Ad That Built Factories
Friends would listen and smack their lips and ask if there wasn't some way to purchase it in this country. And the answer was always "No."
Then in 1921 the Canadian owners were induced to open a selling agency in this country and "Canada Dry," for the first time, was officially brought to the United States.
A carload was sold the very first week, without a line of printed advertising, and in two short years "Canada Dry" became the accepted ginger ale for smart functions in the most exclusive clubs, hotels and restaurants in New York. …
By the end of the ad, readers were not only salivating for Canada Dry Ginger Ale, but also were invited to clip out an early cents-off coupon worth 10 cents.
In his splendid book, "The 100 Greatest Advertisements," Julian Lewis Watkins describes how the ad first ran and within 90 days the factory was on overtime with orders totaling five to 10 times the capacity of the New York plant.
A new factory was contracted for in Hudson, N.Y., but it was quickly deemed insufficient and a second unit was built.
To see the full ad, go to: http://url2it.com/cknl. Click on the ad and it will enlarge, so you can read it.
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the e-mail newsletter, Denny Hatch's Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at firstname.lastname@example.org.