never underestimate the POWER of a woman (Jan, 1967)

never underestimate the POWER of a woman

She Knows Home-Delivered Ice Cream Is a Convenience

Customers choose dairies for many reasons—but convenience is probably the best reason for home-delivered milk and ice cream. A Sales Plan for upgrading “to the home” sales has been developed by Kari-Kold. It’s a proven program.

If you have failed to recognize your opportunity to create new sales, greater dollar volume from present customers, and a way to get more customers, get your copy of this Sales Plan and build your retail routes.

IT’S FREE from KARI-KOLD to responsible dairy executives

Get this guide to increased sales, more dollar volume per customer, more customers on retail routes. It is a proven, tested sales program for your guidance to results.

Kari Kold
425 Cherry Street, S.E., Suite No. 101
Grand Rapids, Michigan 49502

THE ORIGINATOR OF CABINETS FOR HOME DELIVERED ICE CREAM ON RETAIL MILK ROUTES

11 comments
  1. Charlene says: December 10, 20104:20 pm

    What exactly are they trying to sell with this ad?

  2. Andrew L. Ayers says: December 10, 20104:34 pm

    Obviously, more “CABINETS FOR HOME DELIVERED ICE CREAM ON RETAIL MILK ROUTES”, I would think…

  3. Firebrand38 says: December 10, 20105:14 pm

    Andrew L. Ayers: More obviously nothing. It’s a free booklet offered to dairy executives who request it on their letterhead.

    I looked on eBay and I’m assuming it was a tie-in with dairy companies to start offering ice cream to customers delivered on their existing routes by their milk men.

    Kari-Kold apparently made freezer units to carry ice cream.

  4. Andrew L. Ayers says: December 11, 201012:22 am

    Well, I could see it was a free booklet, but I am sure littered throughout that booklet was plenty of mentioning of Kari-Kold units and how they could increase your profits by allowing you to sell ice cream door-to-door. If it didn’t (and I realize I am just speculating here), then they missed a great direct marketing opportunity.

  5. Stephen says: December 11, 20107:08 am

    For an advertisement published in 1967, they couldn’t have used a more Fifties-looking picture. Do those ladies look as if they listen to Sergeant Pepper and Pet Sounds? I get the impression this artwork had been hanging around for ten or fifteen years.

  6. Tom says: December 11, 20101:18 pm

    Stephen, you are right that these ladies don’t look like they would be listening to The Beatles. But neither would the people toward whom the ad was aimed. It would have been these ladies’ children who would have been listening to Sergeant Pepper! The moms on the routes of the milk truck drivers in ’67 are those depicted. The moms with whom the executives could relate. It would probably be the mid or late 70′s before the women at home would look like Beatles fans. And they weren’t prone to be stay-at-home moms to the same extent as the ladies in this artwork.

  7. blueferretdog says: December 11, 20106:58 pm

    Consider that both milk deliveries and the women depicted in the ad were already on the way out in 1967. This was a last gasp of a dying business model. It’s too bad , I always thought that delivered milk was a nice convenience.

  8. Tom says: December 11, 20107:22 pm

    So many things were having their last gasps at that time!

    I agree with you, blueferretdog, that having milk brought to the door was nice. In 1965 the dairy that brought our milk had a new product: a 5-gallon plastic bag nested within a cardboard box, fitted with a beer-keg style spigot. Pop that pup onto a shelf in the fridge and forget opening cartons. My brother and I thought it was great. My mother ordered only the one, because she felt like we were going through too much money, drinking too much milk. In fact, I’m sure we finished off all five gallons in less than a week. That’s at the time when milk came in ½-gallon cartons, but the new-fangled kind that were plastic-coated instead of swathed in wax. Gallon jugs were a couple years off, at least in our part of the country.

    No telling what kind of financial ruin would have befallen the household budget if she could have had ice cream brought to the front door.

  9. Andrew L. Ayers says: December 11, 20109:35 pm

    blueferretdog, I’m with you. In the town I lived in, home milk delivery by one dairy didn’t stop until sometime in the late 1970s or early 1980s. My parents would get milk delivered, and it came in glass bottles with the cardboard and foil lids. You’d pull that lid off, and there would be a plug of sweet cream right on top (skim milk? BAH!). When we finished drinking the milk, my mom would wash the bottles out, and put them out for pickup. Toward the end, they stopped doing the deliveries, but you could go down to the drive-thru bottling center (seriously – you would drive -thru-, under a shaded overhang), and swap your bottles for new ones, and maybe get an ice cream. At some point, that local dairy was either bought out, or closed up, or went out of business (something). We started buying our milk at the supermarket. But it wasn’t the same – there’s nothing like real whole milk straight from the dairy…

  10. Yoda says: December 13, 20109:33 pm

    Stephen, I’d also hazard a guess that an ad to the trade like this was put together by the ad agency’s “B” team, at best. Thus the old clipart, clunky-sounding copy and loads’o’clashing fonts.

  11. Charlene says: December 14, 20104:04 pm

    The ad would be more believable if these Sixties moms actually looked anything like Sixties moms. The ladies depicted here are all under 25 and are wearing a hodge-podge of extremely trendy haute couture fashion from the Forties and very early Fifties. Women didn’t dress like that in the Sixties, and women who did dress like that in the Forties had an army of maids to do the shopping – if they would even allow something as plebeian as ice cream into the house.

    B team indeed.

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