product placement campaign
Category: Relationships and Society
Asked by: tadwook-ga
List Price: $5.00
11 Feb 2005 09:38 PST
Expires: 13 Mar 2005 09:38 PST
Question ID: 472949
I remember reading about a product placement campaign by gallo wines for one of there really cheap wines where they put empty bottles in the streets of LA in order to create awareness with wino's and bums -- cant find any references to it now....
Re: product placement campaign
Answered By: googlenut-ga on 11 Feb 2005 12:48 PST
Hello tadwook-ga, I found several references to this ?advertising campaign?. It is difficult however to determine if it is true or simply an urban legend. It is said to appear in ?Blood and Wine: The Unauthorized Story of the Gallo Wine Empire?, by Ellen Hawkes. Google Groups Topic in alt.food.wine Thunderbird Wine http://groups-beta.google.com/group/alt.food.wine/browse_thread/thread/f4e1e425f79bb5a/d97376982fbecb37?q=gallo+empty+bottles+ghetto+OR+neighborhoods+OR+%22skid+row%22&_done=%2Fgroups%3Fq%3Dgallo+empty+bottles+ghetto+OR+neighborhoods+OR+%22skid+row%22%26hl%3Den%26lr%3D%26ie%3DUTF-8%26c2coff%3D1%26safe%3Doff%26sa%3DN%26tab%3Dwg%26&_doneTitle=Back+to+Search&&d#d97376982fbecb37 ?Thunderbird/African-Americans: "...on May 1, 1957, it was test-marketed and distributed in all the key black stores in Los Angeles, Houston, Shreveport, and New York City. According to Fenderson's account, he and his staff 'arranged for street-sampling and Thunderbird parties in colored bars wherever we could.' Gallo salesmen recalled that 'street-sampling' was perfected for Thunderbird in the ghetto. Bottles of Thunderbird were left on the backseats of alesmen's cars or were handed out in the neighborhood - the idea was to give away free samples and saturate the market. Empty bottles of Thunderbird were thrown in the gutters of skid row streets to increase product awareness..." - Blood & Wine, The unauthorized story of the Gallo Wine Empire? For more information on this book see: Amazon.com Blood and Wine: The Unauthorized Story of the Gallo Wine Empire by Ellen Hawkes http://www.amazon.com/gp/product/product-description/0671649868/ref=dp_proddesc_0/104-0976554-8219911?%5Fencoding=UTF8&n=283155 Other references: The Bathroom Companion Family Feud THE GRAPES OF WRATH http://www.bathroomcompanion.com/gallo.html ?The Gallo brothers built a successful company using hard-nosed competitive tactics. Its sales force was notorious for sabotaging the competition with tricks like counterscrewing their bottle caps tightly so that they couldn?t be gotten off, or puncturing the caps with icepicks so the wine would go bad, or spraying light oil on the bottles so dust would collect, making them look like they weren?t selling. They deliberately littered ghetto neighborhoods with empty Thunderbird bottles to ?advertise? the brand.? PBS.org Ernest Gallo http://www.pbs.org/wgbh/pages/frontline/president/players/gallo.html ?With the end of Prohibition, the Gallo brothers set out to dominate what was then a relatively small and down-market American wine industry. Ernest wanted the company to be the "Campbell Soup company of the wine industry" and effectively marketed cheap, fortified (20% alcohol content) wines like White Port and Thunderbird in inner city markets. A radio jingle for perhaps the Gallos' most notorious product went like this: "What's the word? /Thunderbird/ How's it sold?/ Good and cold/What's the jive?/ Bird's alive/ What's the price?/ Thirty twice." According to author Ellen Hawkes, who wrote an unauthorized history of the Gallo family called Blood and Wine, Ernest later delighted in telling the story of driving through a tough, inner city neighborhood. Seeing a man on the sidewalk, Gallo rolled down his window and called out, "What's the word?" The immediate answer was, "Thunderbird."? Indiana Prevention Resource Center on High Potency Alcoholic Beverages Indiana University http://www.iprc.indiana.edu/publications/iprc/factline/high_potency.html ?Thunderbird - ("An American Classic") Thunderbird was introduced immediately after the repeal of prohibition, by Ernest and Julio Gallo, as a means of gaining market share and becoming the "Campbell Soup company of the wine industry." It is a favorite seller in inner-city, "skid-row" retail outlets.? I hope you have found this information helpful. If you have any questions, please request clarification prior to rating the answer. Googlenut Google Search Terms: gallo bottles street ://www.google.com/search?q=gallo+bottles+street&btnG=Search&hl=en&lr=&ie=ISO-8859-1&safe=off&c2coff=1 gallo bottles street thunderbird ://www.google.com/search?q=gallo+bottles+street+thunderbird&hl=en&lr=&ie=ISO-8859-1&safe=off&c2coff=1 gallo empty bottles ghetto OR neighborhoods OR "skid row" ://www.google.com/search?q=gallo+empty+bottles+ghetto+OR+neighborhoods+OR+%22skid+row%22&btnG=Search&hl=en&lr=&ie=ISO-8859-1&safe=off&c2coff=1 gallo thunderbird "inner city" ://www.google.com/search?q=gallo+thunderbird+%22inner+city%22&hl=en&lr=&ie=ISO-8859-1&safe=off&c2coff=1
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Re: product placement campaign
From: bob2222-ga on 30 Jun 2005 15:43 PDT
there is a great deal of mis information here. Ernest Gallo started Thunderbird in 1959(@4 years after the end of prohibition) after he saw farm workers squeezing lemon and lime juice into white port.As a Gallo salesman you were allowed to buy a few bottles of a slow mover to make room for Gallo products."Wino" sampling used to be wide spread.In Gallup New Mexico in the mid sixtes after Gallo stopped making "Twister", a mint flovered white port the winemasters Guild intorduced 'Garden DeLuxe Light Mint Mist" I personallly handed it out to Indiains beign released from jail at around 8 in the morning to get the brand started. In those days the real volume was in fortified wines-Mo, gan David, Monarch, Guild, all the big players had fortified wines- MD 20/20. Richards Wild Irish Rose, Roma, Mission, La Bohimme,MW,Italian Swiss Colony,Thunderbird, and Night Train Express(the last two from Gallo) ruled the roost. This was before beverage wines and the popularity of table wines in the US.Everyboby had a sherry, a dry sherry, a port,a tokay. a white port, muscatel,& cream sherry. Some made maderia or marsala.Wine was strong a cheap. T-Bird was sold with a song "What's the word- Thuderbird, What's the Reason "It's the season", "How is it sold" "Good and Cold", What's the Price ,35 twice(refuring to the pint)Who like's it most us colered folks(showing it's age)Will it give you a buzz you bet cuz(Not allways used last verse.) Like the "Becosta Wille" conection of Garden De Luxe Tokay it seems that the cutomers invented this saying but it was used for 20 years to flog T-Bird.
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