Tea Test

WHAT IS THE WORLD'S MOST VITALIZING BEVERAGE?

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REMEMBER: Athletes Train On Tea!

TEA Helped Discover THE NORTH POLE

Such stuff stared Clevelanders in the face last week as they opened their newspapers. Cartoon strips told the tale of the businessman who nearly lost wife & job for lack of a cup of tea. And a Robert Ripleyan page of wonders graphically illustrated the fact that if all the tea which the world produces each year were stacked up it would make a structure two-and-one-half times the volume of the Empire State Building. Having persuaded millions of his countrymen to purge their way to pepticity through Feen-A-Mint and to smoke themselves into salubrity with Camels, Adman William Esty of Manhattan was now out to cure them with the cups that cheer but not inebriate.

The Esty tea campaign is a huge experiment to be conducted in a concentrated area bounded on the east by Buffalo, on the north by Detroit, on the west by middle Illinois and on the south by northern Ohio. Within those limits live 10,000,000 citizens who will be bombarded with billboards, window displays, radio programs and periodical advertisements in an effort to make them drink more tea. Next week the concentration point moves to Detroit, a fortnight later to Buffalo. With the closing weeks of June, the fact that tea is COOLING will be plugged. Year's appropriation: $500,000, scarcely pin money compared with the $9,000,000 that Esty spends annually for R. J. Reynolds Tobacco Co.

India, Ceylon and Java-Sumatra export 85% of the world's tea. The U. S. buys 80,000,000 Ib. of tea a year, for which it pays $16,000,000. Only Great Britain consumes more. To make U. S. inhabitants even more ardent tea drinkers has long been the aim of the International Tea Market Expansion Board in general, and Mr. Gervas Huxley in particular. Mr. Huxley, the tweedy common denominator of all Englishmen, is Novelist Aldous Huxley's cousin and the director of the famed BUY BRITISH campaign. Late in 1934 Mr. Huxley, along with a Dutchman and a veteran British tiger-hunter, arrived in the U. S. Mr. Huxley represented the Ceylon growers, the Dutchman spoke for Java-Sumatra and the tiger-hunter looked after India's vast interests. They were unable to find anyone in Manhattan interested in them or their tea until they were discovered by Adman Esty.

Dark of eye and square of jaw, effective William Esty is an amateur magician. He has a profound knowledge of the human hunger for health and wellbeing, having been gassed while behind an A. E. F. machine gun. This experience, plus his instinct for broad-gauge ballyhoo, has made him a modern reincarnation of the oldtime medicine show "doctor." The therapeutic qualities he first discovered in his cigaret program ("Get a Lift With a Camel") are now to be noted in tea. If the $500,000 test campaign shows results after a year, Mr. Esty confidently expects to develop a tea account which will run into major money.

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