Original Artwork for 1967 Clorox Advertisement

In 1967, Clorox ran a Snow White ad campaign (see earlier post) to coincide with the North American re-release of the film that year. A one-page magazine advertisement appeared in most of the major periodicals at that time. This is the original artwork layout from that ad. Medium: mixed media on 12" x 15" illustration board (and protected by a clear cel covering).

Closeups

An ad slick proof sheet of the final advertisement is pictured below. Only a few changes were made from the original design (e.g. Sneezy now holds a banner rather than a sign; the Hamilton wristwatches were updated to Bulova; Snow White's facial features).

Images via Heritage Auctions.

1967 Clorox 'Snow White' Giant Sweepstakes

Starting in June of 1967, the Clorox Company ran a Snow White sweepstakes in conjunction with the re-release of the film to US cinemas that year. Thousands of prizes were available. The grand prize included an all-expense 14 day trip to any city in the world, plus $5000 cash, and a new white Dodge Charger.

Other prizes included seven second place winners of the Dodge Charger, 70 third place 14k white gold Bulova watches, 700 fourth place $10 gift certificates, and 7000 fifth place Snow White record albums. Free entry forms were available at your store's Clorox display.

This Snow White poster promoted not only the sweepstakes but also the re-issue of the film. Measures approximately 24" x 36".

Poster image courtesy of Dan Goodsell.

Cinema owners would learn of the promotion on a two-page spread in the 1967 Pressbook Merchandising Supplement. A 105-piece display setup was available to supermarkets nationwide. It included an array of posters designed to be located throughout the store.

Various "Whistle While You Save" banners and posters were placed above aisles and on endcaps.

Banner: 27" x 38".

Small posters: approximately 12" x 21".

Small poster image via Hake's Official Price Guide to Disney Collectibles, 2007 (p.860).

Two-sided die-cut displays were produced featuring the individual dwarfs. Printed on very heavy poster paper, the signs measure approximately 19" wide x 21" to 31" tall. The artwork was done by former Disney Studio artist Al White, who in the 1960s, started his own Burbank studio. He contracted out promotional artwork for publications and advertisements to Disney. Each display was meant to be placed in the corresponding area of the grocery store:

Beverages.

Health and Beauty Aids.

Frozen Foods.

Produce.

Laundry Supplies.

Meat Department.

Canned Goods.

Paper Goods.

Dairy Department.

Baked Goods.

Six to seven days before the June 11th opening of the film, a full-page ad for the sweepstakes went out in over 55 million magazines, daily newspapers and Sunday supplements.

The ad and the majority of the Seven Dwarfs die-cut displays pictured in this post are courtesy of the Kevin Hicks Collection.