Refreshing Look The (1958)

[Music] wherever you go throughout America today you will find an inviting new look in structures of every kind Americans are built at what almost seems a fever pitch whole new communities in the restful countrysides and whole new business districts shopping centers with a flare for the dramatic in their architecture striking New Uses of glass steel concrete in the building materials today's Marketplace is an everyday and exciting festival with every color in the rainbow competing to capture the customer's attention not only the structures themselves but the merchandise the product packages in so many different shapes and sizes are designed for interest and impact displays and related advertising heighten the impact offices and Industrial establishments are no longer drab and dreary blots on the landscape they are Bold and Beautiful frequently horizontal and creditable attachments to the surrounding Greenery outside as well as inside the buildings of business and industry reflect the concern of today's management with appearance and it's strictly the profit motive workers work better enjoy their jobs more when the appearance of the plant is more attractive Americans are always on the go it seems and roadside businesses of every description must literally stop traffic if they want to capture the customer's dollars as much consideration is given to the style and design of new service stations as is given to the style and design of new automobiles America today is style conscious design conscious everything has the inviting new look that makes American life more pleasurable as well as more practical at home at work on the way and at play there are evidences everywhere of the clean crisp refreshing use of shape color texture to enhance our everyday existence American industry spends more than $500 million a year in styling and designing new products as well as improving the impact of wellestablished products behind so great and growing a concern with appearance the man with that extra touch that means more efficiency in sales is today's industrial designer tops in the business is Claire Hodgman of the industrial design firm Hodgman Burke in New York hello there Mr Hodgman we've just been looking over your shoulder at some of the designs your firm is responsible for there's certainly a variety of different products yes that's right cameras projectors outboard motors and buses there's quite a progression From the Rough form to the finished sketch form plenty of paperwork yes indeed plenty of paperwork before you arrive at the final result results such as this air conditioning unit actually what function do you perform for a product or product line the purpose of any design is to increase the sales appeal the merchandising ump and you do this in two ways by increasing the efficiency of the product and by increasing the beauty generally speaking simplification is not only the key to easier operation but to a more pleasing appearance something truly in Good Taste the crisp clean design is not only more attractive more elegant if you will but likewise more functional you can see it a glance what I mean in this new line of Coca-Cola coolers being manufactured by the Vendo company the million dooll line that's right the million dooll line with a refreshing look designed exclusively for Coca-Cola and accepted by marketing experts in the Coca-Cola bottlers Association simple yet forceful and a selling impact the top panel is a lighted sign for even greater selling impact but all the models relate themselves naturally to Corners because of the shape or in banks of machines side by side the crisp clean design is functional too and the new forward pivoted hinge allows the door to open a full 180° the line as a whole has what we call Design balance or total design the proper relationship of appearance and function naturally of course the industrial designer must always consider the important m matter of manufacturer even the simplest straight line on a mechanical layout calls into being innumerable operations before the final results roll off the assembly line it takes years of research and testing to develop trouble-free Dependable coolers and that new million dooll line of Vendo coolers for Coca-Cola stems from a quarter of a century of engineering research in the Laboratories of the Vendo company in Kansas City here was developed and continually improved the basic revolving disc principle of the veteran v23 still in great demand for small service outlets and still to be manufactured the Vendo v44 likewise still to be manufactured and for the same reason it's a prize location getter the basic staggered stack and the basic slanting shelf prove through years of Dependable operation continue with further refinements that make them better than ever in the new line there's a mountain of blueprints for every new model specifications for tools and dyes from engineering design before the tremendous punch presses can stamp out the shells for the new Vendo v92 single drink machines welding the new v92 multi drink machines involves the same sturdy Precision welding given every other model in the line cabinets welded in so many places they can't conceivably get out of shape even when they're Twisted the new v144 like every other model has a bonderized cabinet with a durable baked enamel finish that retains all of its original luster and eye appeal the new v90 mulad drink is assured the Dependable long life of the Vendo refrigeration unit heart of the machine the new V26 single drink receives the electrical harness nerve center of the machine the new v44 multidrink receives the thick fiberglass insulation in door and cabinet efficiency and low operating cost packed inside each machine here they are model after exciting model on the final assembly line the refreshing look becomes a reality final inspection of the new new v63 M drink on its way to increase cold bottle sales of Coca-Cola the new v90 multidrink ready to go to work for you what's this model oh yes the new v126 multi drink this baby has real sales appeal real selling impact certainly every salesman for Coca-Cola will view the refreshing look in the million dooll line of new Vendo coolers exclusively built for Coca-Cola as the selling opportunity of a lifetime in new sales in replacement sales and in competitive sales how do you feel about it all I can say is let me get out there with the prospects this refreshing look EX exclusive you say with Coca-Cola will make this year's cooler sales the greatest in selling history all right how would you sell that new v63 to a new outlet I'd talk profit to the dealer this v63 is as much a location getter as the v23 and the v44 I'd talk profit and product preference product preference yes Mrs Lane more people buy Coca-Cola than any other trademark soft drink in the world the people here in your office will welcome the pause that refreshes with ice cold Coke it will make their work Pleasant and more productive besides Mrs Lane the profit from a Coca-Cola cooler is a right sizable amount let me show you all right here's another salesman for Coca-Cola how would you sell that new v90 to a new outlet I'd talk profit too The Profit resulting from the traffic created by the cooler for Coca-Cola what do you mean the traffic created by the the cooler for Coca-Cola customers for your service station Mr Brown expect refreshment just as they expect good restroom facilities this new cooler for Coca-Cola will help pull in more traffic and get them out of their cars and it'll keep old customers coming back again besides Mr Brown the sale of Coke can mean a good profit for you let me show you profit is the pitch all right but when I sell a new outlet this new v126 I'll sell the service that ensures The Profit especially in industrial locations you run into the objection yes but I'm afraid your machine would be in constant need of repair Mr Baldwin one of the chief assets of the Vendo machine is the reputation already earned for giving Dependable trouble-free service Vendo has built more than 500,000 coolers for Coca-Cola and has proved itself through years of top performance in the field that's one of the reasons there's such a profit in it for you just have a look at these figures again when it comes to replacement sales I'll talk plus profit the extra sales that can come from the eye appeal of the new Vendo V Line my old cooler works all right besides I don't sell so many soft drinks anymore the reason your sales are off Mr Morris is because that old cooler of yours has become sight unseen your customers don't even know it's there anymore the eye appeal of this new cooler will remind them that you're still in the beverage business and will increase your take-home sales too the plus profit you make will more than pay for this new machine and in a very short time I agree with the plus profit pitch for replacement sales the new Vendo line will certainly arouse impulse in the customers to buy more Coca-Cola what do you mean arouse impulse a cooler is like a display Mr Judson or you change it to arouse impulse to trigger the customer interest and attention the result is plus sales and plus profit for you this new machine will certainly sell a lot more coke every day it takes only a few extra bottles a day to pay for it then in a very short time of course you own it make it easy to buy I say not only for the dealer but for his customers the refreshing look of this new machine actually beckons customers to come over drop in a coin and enjoy a cold bottle of coke so does my old machine Mr Hopkins you spent a lot of money this spring painting fixing up and remodeling your service station why because the improved appearance of the place would attract more old customers and more new customers you were after the plus profit that comes from making people want to stop and do business with you you made it easy to buy at your service station because of its crisp clean look and now this new machine has that crisp clean look too some talk profit some Talk Plus profit but I talk Perpetual profit especially when it comes comes to competitive sales I know I know but I don't want another cooler in my store I don't sell enough from the one I have now ah but that's just my point Mr Barker the reason you don't sell enough is because your cooler doesn't feature the fast mover Coca-Cola is the leader Coca-Cola is the most asked for soft drink in the world why not let the leader lead you to Perpetual profit in your soft drink sales but don't forget those secondary sales what do you mean secondary sales tires batteries accessories you're losing those sales too when you don't feature the soft drink that pulls in more traffic Coca-Cola means Perpetual profit for you Mr Boyd in every phase of your business as a business getter Coca-Cola is second to none in any competitive situation I always sell the reputation of the product yes but your competitor is made me a pretty good offer pretty good Mr Cummings isn't good enough if you're interested in Perpetual profit from a machine machine only Coca-Cola the leader can lead you to that and only Coca-Cola can offer you the machine I sell it's an exclusive with Coca-Cola made for us by the Vendo company the world's largest manufacturer of automatic merchandising equipment competitive sales replacement sales and new sales in every selling category Coca-Cola salesmen really have the answers the refreshing look in the million dooll line of new Vendo coolers exclusively built for Coca-Cola joins the inviting new look that makes American life more pleasurable as well as more practical for roadside businesses the selling impact of the new line is literally designed to stop traffic in offices and indust industrial establishments it provides a thing of beauty and enjoyment as well as a boost to the morale profit plus profit Perpetual profit there's good selling for dealers as well as salesmen in the selling year ahead with new merchandising impact everywhere in the exciting Festival of the American Marketplace