A legacy of great advertising

Which twin has the Toni?” This is an outstanding example of the strongest kind of demonstration advertising. It provided the public with a product for which there was a need, and showed clearly that a permanent wave costing $15.00 in a beauty shop, could be equaled by a product costing only $1.25 (later $2.00).

Leo Burnett Co., Chicago’s largest agency, has created some of the most enduring and brand-building campaigns in history, many of which are integral parts of today’s pop culture.

When It Rains, It Pours” became an ad campaign and trademark to make Morton Salt known as the only free pouring salt in a moisture-proof container. This campaign is known to this day by grandparents and children alike.

The little chick was probably the original animal character used in mass advertising. It symbolized the claim “Hasn’t scratched yet.” Bon Ami ran this campaign for more than 50 years.

In 1921 a Gold Medal Flour ad created by the agency, Blackett-Sample-McFarland, developed a picture puzzle with answers so obvious the company was flooded with mail from consumers. To answer the letters, company officials thought it would be best to respond with a letter signed by a woman. The character, Betty Crocker, was created with a signature only. By 1940 Betty Crocker was the second best known woman in America, behind only Eleanor Roosevelt.

“There’s a Ford in your future.” This campaign built consumer loyalty in a period of car shortages during and after World War II. This campaign was a breakthrough for two reasons: it ran when no one could buy the product (during World War II); and it promised a new lifestyle which the product would offer after the war.

The original name of this breakthrough product was the “Sears Allstate 12 Volt Super Power Cell.” It was renamed and promoted as the Sears DieHard which “starts your car when other batteries won’t.” The idea to rename the product was brilliant. The advertising which has followed is equally powerful. It is based on simple demonstrations of the product’s dependability. The DieHard is, also, one of the few products introduced in the Sixties which became Number 1 in replacement batteries through the print media exclusively and maintained its position through the use of television.

“The Uncola” completely revolutionized soft drink advertising. Awareness, brand identity and market share were increased. More importantly, this campaign became the quintessential example of marketing positioning (i.e., this is the one that tastes good that’s not a cola.