Grant Advertising, Inc. Dr Pepper Campaign Collection, 1956-1964Add to your cart.

By C. Moore

Collection Overview

Title: Grant Advertising, Inc. Dr Pepper Campaign Collection, 1956-1964Add to your cart.
ID: 01/ AR0941
Primary Creator: Dr Pepper Company
Extent: 1.0 Boxes
Arrangement: This collection is arranged in its original box, titled Box 1: Dr Pepper's Frosty Dog Campaign, with each item corresponding to the original order.
Date Acquired: 11/00/2020. More info below under Accruals.
Subjects:
Forms of Material: Drawings (visual works)
Languages: English

Abstract

This collection consists of original and preliminary drawings, sketches, storyboards, and trademark specifications for Dr Pepper's Frosty Dog and "Frosty man, frosty!" advertisement campaign, which was in effect from 1956 to the early 1960s.

Scope and Contents of the Materials

The marketing materials and artwork in this visual archive were most likely created by the artists and marketing staff of Grant Advertising, Inc. The collection is composed of 42 items total with 17 large items (Lrg.) and 25 small items (Sm.), including 77 original drawings. Materials consist of graphite pencil drawings on sketch and newsprint paper, illustrated commercial storyboards for television with original drawings and image transfers, proof sheets of illustrations in positive and negative formats, and trademark specifications for Frosty Dog, Pup, and Dr Pepper's logos. Large items are protected in a 24.25 x 18.5 (in.) mylar sleeve and small items are protected in a 15.5 x 11.5 (in.) mylar sleeve. The entire collection is preserved in a custom fitted cloth case that measures 25 x 19.25 x 2.5 (in.).

Collection Historical Note

Dr Pepper originated in Waco, Texas in 1885 and is one of America's oldest manufacturers of soft drink concentrates and syrups. In 1956, the growing company introduced the Frosty Dog mascot as the new "face" of the brand. Frosty Dog was modeled after a St. Bernard and presented with a sidekick named Pup, who is illustrated boasting the slogan, “frosty man, frosty!.” The campaign also included the previously successful “Drink a bite to eat at 10, 2, and 4” slogan, which encouraged consumers to drink a Dr Pepper at each of those times to increase their energy levels from the soft drink's cane sugar ingredient. Frosty Dog and Pup advertisements were featured in television commercials and magazines, as well as on billboards and syrup truck-trailers in cities like Baltimore, Birmingham and Dallas. Frosty Dog even had its own float at the Annual Rose Bowl Parade in Pasadena and Annual Cotton Bowl Parade in Dallas. In the summer of 1959, Dr Pepper hosted the popular Frosty Dog campaign's Name the Dog contest. Around this time, the Dr Pepper Company and R.J. Mealey Corporation teamed up to produce a new dog character modeled off of Frosty Dog named the Happy Huckster. Several hundred talking Happy Hucksters were created and attached to trucks that traveled to and from bottling sites and distribution stops. The promotion was so successful, sales increased two to three times. Frosty Dog was also incorporated into the new Frosty pep! vanilla ice cream float advertisements in the early 1960s. However, Dr Pepper officially ended Frosty Dog's run when they shifted their direction and focus to the "It’s Different…I Like It" campaign. Frosty Dog is Dr Pepper’s oldest mascot and one of its most successful marketing icons.

The storyboards in this collection bear the name of Grant Advertising, Inc. The company was founded in 1935 by Will C. Grant in Chicago, Illinois. The company grew quickly and successfully with the rise of radio and television advertising. By the 1950s, Grant Advertising, Inc. represented China Airlines, Chrystler Corporation, General Foods, Mars, Inc. candy, Mobil Oil, Wm. Wrigley Jr. Co., J.A. Folger, Old Dutch Cleanser, and Ryder. In 1961, Dr Pepper joined its worldwide list of clients. Grant Advertising, Inc. operated until 1976.

Subject/Index Terms

Access Information

Access Restrictions:

This collection is not restricted.

Use Restrictions:

Reproduction and publication of materials in this collection are subject to the policies of the UNT Special Collections department. Copyright restrictions may apply.

Physical Access Note:

This collection is stored off-site and requires a minimum of 24 hours notice prior to use.

Reading Room or Duplication Requests

Depending on any access restrictions noted above, you may be able to request items be delivered to our reading room, or that we make reproductions for you. Just click on either the or icons in the listings below to be routed to our request form.

Administrative Information

Repository: University of North Texas Special Collections
Accruals: 2020-023
Acquisition Source: Dr Pepper
Acquisition Method: Gift
Preferred Citation: Grant Advertising, Inc. Dr Pepper Campaign Collection, University of North Texas Special Collections

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