When you run across someone who simply tells the truth it can be very entertaining. I don’t mean some lout who says you have an ugly coat or a stupid haircut and then begs off by saying he’s just being honest. I mean someone who tells the truth about himself and has fun doing it.
Almost everyone has heard of the “Chia Pet”. I never had one but I’m sure some of you have. Originally there were just two, a bull and a ram. The little clay figures were first imported fromMexico sometime in the seventies. But they did not become popular until the original importer was bought out by Joe Pedott, an advertising man from San Francisco. He put them on TV in the early eighties and the rest, as they say, is history.
The little animals are made from porous clay that readily accepts the little seeds which come with the package. The seeds are a type of sage called Chia. When the animal is filled with water it seeps out to nourish the little seeds which grow into a green “fur” in about two weeks. The original importer was a man named Walter Houston who was correct in assuming there was a market for them but did not have the flair for promotion as did his successor.
Today, Pedott calls the whole thing a “lucky accident”. By going down to Mexico he was able to eliminate the unscrupulous middleman and import them directly for a much lower cost. Then with his advertising experience he brought them to TV. Even the clever little jingle was an accident. In a staff meeting one of his employees stuttered the name just to be funny and it came out “Cha-cha-cha-chia”. Soon that little musical ditty would be torturing TV viewers across the land.
The nice part is that Pedott tells the truth about being just plain lucky with the item. When asked if he is surprised that people actually buy them, he’ll even admit that. “Absolutely”, he says.
Another one of my favorite advertising stories goes back to the fifties when an Australian Company named Toltoys came out with the first plastic Hula Hoop. The year was 1957 and they sold like crazy. This was soon noticed by the Wham-O toy company in theUnited States . They introduced the toy to the states in January of 1958 and shipped them as fast as they could. They retailed for an astounding $1.98 each which was a lot for a plastic toy in 1958. When they figured they had made one for just about every kid in theUnited States they started looking at daily sales. The first day it dropped, they ceased production of the item. An estimated 20 million were sold in the first four months and perhaps 100 million before the end of the year. Actual figures were never confirmed if even known but by October the fad was over. Wholesalers were left with warehouses full of Hula Hoops, the Wham-O company with almost none. By fall they were being sold for a dime apiece and even given away at store openings.
And finally there is the story of a utensil manufacturer that made a potato peeling knife. They also watched their sales charts closely and were surprised to see the knives kept selling even after the company had made one for every household inAmerica . Once again it was the fifties and in those days a company could afford to put salesmen in stores to interview housewives. They set up a booth offering a potato peeling knife special and then asked the customer if they had ever had a potato peeler before. It was determined that the housewives were accidentally wrapping the knives up with the potato peels and throwing the whole mess away. Upon learning that, the company started to produce the knife handles exactly the color of a potato peel. As far as I know, they’re still making them that way.