Warner/Reprise Records took a bit of a risk in late 1969/early 1970. Not only did they offer double LP comps for only $2 (at a time when single LPs went between $4 and $5), but also their “The best, biggest bargains on record!” campaign promoted exclusive albums at insanely discounted prices that were only available via this innersleeve. AND, as if that weren’t enough, their ingenious, cunning, and dear I say crackerjack copywriters presented this financially hazardous campaign with the youthful exuberance found only from the likes of Peggy Olson.
Here are a few examples of how fascinating “The best, biggest bargains on record!” campaign is, including, but not limited to, jokes and sarcastic dialogue (dialogue, from an insert?):
– Offering a coupon printed on the sleeve itself, Warner/Reprise suggests that the protective sleeve that was provided in a previously purchased Warner/Reprise album be destroyed and used to order more records.
– “To expedite your order, and to foil the fools in the mail room…”
– “Dear Fat Cats: Yes, please send…”
– “We can get away with that low price because these celebrated artists and this benevolent record company have all agreed not to make a profit on this venture.”
– “If our Accounting Department were running this company, they’d charge you $9.96 for each double album. But they’re not. Yet.”
– “If you want them (indeed, how can you resist?) you have to…”
– “If you’re as suspicious of big record companies as we feel you have every right to be…”
In closing, I would have loved to have been a fly on the wall when the idea for this campaign was introduced. I would have loved to have witnessed the look on the faces of Warner/Reprise Execs, and I would have loved to have shaken the hand of this campaign’s mastermind. (I would also love to pay only $2 for a double LP!)