Notes

Alt Text:

A Kelco Algin showcasing many colorful fruit drinks and these drinks are in glass cups and in front of fresh fruit. Including pineapple, bananas, grapes, apples, coconut, lime, and lemon. The headline of the advertisements wrote”A fruit drink is only a drink—until Kelcoloid.” The advertisement is promoting Kelcoloid HVF as an ingredient that can enhance the quality of fruit drinks and improve its texture.

Text Transcription:

A fruit drink is only a drink—until Kelcoloid

Fruit particles stay in suspension. Whole drink through. Full flavor release. Week in, week out. Gumminess and clumping prevented, too. Mouthfeel is perfect. Even in low-calorie drinks. If you want to turn a “so-so” drink into a “go-go” best seller—use Kelcoloid® HVF. You’ll be glad you did. To whom shall we send the tryout sample?

KELCO ALGIN

75 Terminal Avenue, Clark, N. J. 07066 • 20 N. Wacker Drive, Chicago, Ill. 60606 • 530 W. Sixth Street, Los Angeles, Cal. 90019 • Cable: KELCOALGIN CLARKNEWJERSEY

Observation:

This advertisement used bright colors, fresh fruits and many juice cups, to connect Kelcoloid with freshness, diversity and natural fruit flavors. However the actual product of promotion wasn’t the juice drink but an industrial ingredient. This product is advertised as an additive that can enhance the taste and texture of the drink. The phrase “so-so” to “go-go” suggests that this ingredient can transform regular drinks into a product that is a more competitive product in the market.

Tom Liu