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NEW YORK – The Cowsills, MGM’s family act regarded as a “living symbol of the vitality and energy associated with dairy products,” will be an exclusive promotional vehicle for the American Dairy Association.
The contract, reports Leonard Stogel, manager of the group, calls for use of the group in the association’s advertising in newpapers, magazines and dairy tad publications, radio spots, personal appearances and other promotional and merchandising activity.
The ADA is the largest non-branded organization in the U.S. comprised of about 250,000 dairy farmers. Through ads, merchandising, research and consumer publicity, its efforts are devoted to building the market for dairy products.
During the 27-year existence, the Association has effected television and promotion tie-ins with the Mickey Mouse Club, Bob Crosby, Perry Como and Dinah Shore, among others. Two current promotions involved George Gobel and a Compton-created singing and dancing group, The Energetics.
Development of The Cowsills association began when dairy farmers around the country, who had seen the singing family on TV and had heard their records, suggested to the American Dairy Association that The Cowsills might be an effective “Living symbol of vitality and energy associated with dairy products.” After preliminary study, ADA promotion director Rehmann, called the group to the attention of Compton Advertising, Inc., its agency. Compton initiated further research and negotiated the deal with the Cowsills and manager Stogel.
1968-1969 Program
The program for 1968-69 is currently being developed by the American Dairy Association, Compton Advertising, Inc., The Cowsills and Creative Management Associates, the group’s booking agency. Initial commercials, designed for all segments of the industry, are expected to be on the air by early Fall.
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