New High

A new high in free advertising was reached last week by Pepsi-Cola. Into 50,000 juke boxes Americans could (and did) put a nickel to hear a recording of: Pepsi-Cola hits the spot, Twelve full ounces, that's a lot, Twice as much, for a nickel, too, Pepsi-Cola that's the drink for you. Pepsi-Cola Co. hit on the idea when it got mail requests for platters of its famed radio jingle. It took complete orchestrations of the song (with many a nonsensical verse) to Brinkerhoff Studios, hired a famed band to give it (anonymously) full treatment, early last month sent out the first few thousand records--free--to juke-box owners.* By last week 100,000 more records were on order.

* The nickels are split (with the rest of the machine's take) between the juke-box owner and the saloonkeeper, druggist, etc., who leases it.

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