‘Drinking the Kool-Aid (and Country Time) in the 80s’
Those of us who worked on the General Foods account at Ogilvy used to kid around a lot (big surprise; see ‘Short Men and Flat-Chested Women’ for evidence). We used to say that nothing General Foods made was really a ‘food’. You know, something that could actually sustain life. If you were stranded on a desert island with only GF products to eat, you would, basically, starve.
That’s because everything made by General Foods (or GF as it was fondly known around the shop) was actually a powder. A powder that you stirred into water (Kool-Aid, Tang, Country Time Lemonade-Flavor Drink Mix), brewed with water (Maxwell House Coffee), shook up with meat (Shake ‘n Bake), or mixed with other assorted stuff (Good Seasons Salad Dressing Mix). I don’t mention Jello here, even though it was in fact made by GF, because it (and Bill Cosby) were Y&R’s problem, er product.
My first Ogilvy commercial was one for Shake ‘n Bake. This was in the early 80s, so it actually did not use the famous ‘and I helped’ line. Nope, I got to do commercials with this spokesperson called Pete the Butcher. The 80s were replete with spokespersons: Cora (Margaret Hamilton, who was the Bad Witch in the Wizard of Oz) for Maxwell House, Grandpa for Country Time. And those were just some of the Ogilvy GF spokespeople. (Don’t forget Bill Cosby for Jello; as if you could.)
Here’s a typical example of a Shake ‘n Bake Pete the Butcher spot that I found. I’m not sure if I did this one or not. That tells you something right there, I’m afraid.