Day 043 - 01 Nov 94 - Page 34
1 different close. This is an example of a test product.
2 They were only one or two markets around the country that
3 we were trying to introduce pizza in that marketplace. So
4 we had a version of the Happy Meal that included a slice of
5 pizza, as well. So we made special opens that could be run
6 in that local marketplace along with the same premium,
7 because you could get the premium whether you ordered the
8 pizza or the hamburger or the cheeseburger or the Chicken
9 McNuggetts. I think it is on this tape, not because it is
10 was played nationally, but because it was one of the
11 commercials that we produced in 1991 that was used in those
12 test markets.
13
14 (The next advertisement was shown)
15
16 THE WITNESS: Again, a different opening with a hot wheels
17 close. This is a commercial which is sort of like a
18 standard commercial that we run either 30 or 60 seconds,
19 featuring ronald mcdonald. I believe that this one was our
20 holiday commercial.
21
22 MR. JUSTICE BELL: Did it have a date after it? It had "Ronald
23 holiday" and then----
24 A. I believe it said "Ronald holiday" -- let me see if
25 I can back it up.
26
27 Q. 1991.
28 A. Yes, 1991. This would be a 60 second commercial that
29 would express the kind of sentiment that we like to express
30 in our advertising about families and family values.
31
32 (The next advertisement was shown)
33
34 MR. RAMPTON: Would that be at Christmas time?
35 A. Yes. Usually we try, around the holidays, to talk
36 about a happy holiday or a Christmas commercial or a
37 holiday commercial, and this was one that was played in
38 1991.
39
40 Q. Would it have been directed at any particular age group?
41 A. In general, it is directed towards kids, but I think
42 the sentiment in the commercial is wide enough to be
43 directed towards the entire family. Many times we have, in
44 fact, played this commercial in what I call all family time
45 period, in association with a Christmas special or a
46 holiday special, when both parents and children would be
47 watching.
48
49 I am not exactly sure what this is. We will see in a
50 moment.
51
52 (The next advertisement was shown)
53
54 THE WITNESS: This is another example of a different open and a
55 different close. This particular premium was a set of
56 booklets about the rainforest. It was produced for us by
57 Conservation International, who have the control over the
58 content. Several times a year we try to make available
59 something on an educational theme, as well as a premium or
60 toy theme. So this would be representative of what we
