In observing its 20th anniversary, the oldest bar in the area employed a promotion that spoofed the penchant of college preppies for designer labels. Dolphin appliques which could be attached to clothing and bumper strips reading "Drink the Dolphin" were distributed in and around the campus of 30,000 students by representatives recruited from fraternities and sororities. The theme was supported by flyers and newspaper advertising that encouraged designer-conscious readers to "axe the alligator," "corral the pony" and instead "drink the Dolphin." The target audience was invited to join "The Society for the Propagation of the Green Dolphin." The $1 "dues" entitled them to a membership card, an applique and discounts on beer and other drinks.

Membership in the "Society" quickly reached 1,500 students and alumni and business rose 15 percent during the year, much of which the president of the establishment attributed to the promotion.

If you want your name on it, we can do it . . .

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