Watt's were quick off the mark placing this ad in Saturday evening's Sporting Post on the day Dundee FC became Scottish League Champions - 28th April 1962.
The ad is for a single, just released and in stock - Hector Nicol's "The Dundee Song". Nearly have a century later, the record still gets played at Dens.
It cost 6/9, which is around 34p in today's money.
For a photo of Watt's in the old Wellgate you can visit my Retro Dundee site and you'll find it in the November Archives section.
For those who don't live in Dundee and don't get to hear the song regularly, you can download an MP3 of it at the DFC-Delicious website, in the Museum section.
And for those who fancy a wee blast now, press play below...