C.O.C.A. Times

URK£YffATHER 5
11• 1 1m s{H k.. P1tt1ttsl
Slli.li,IJM.la1 $l.2S
O\/ST(Rro" 11.n
iir--ll!!!!!!!!!!!!!l!IJl!!!'l!lll!'ll!!!l!J!!l!II~~~~~~,, You
don't get the girl! only the parasol.
"Anyone can make chewing gum, the secret is to sell it." -William Wrigley,Jr.
William Wrigley
Jr. had been the
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star soap sales-
I \MJRIGLEV"S ~tuE:i~~SOAP •
man for his fa-
, ,1 TO CLEAN ~ l ~ SCOUR AND
j SCRUB ~ POLISH
t her's soap
company for
many years, and
he came to Chicago in 1891 with $32 in his
pocket to open up a new market and pro-
vide a living for his new bride. When Wrig-
ley sold soap for his father in Ohio and
Pennsylvania, he hit on the idea of providing
retailers with a premium, which they could
keep or give to the customers. This idea
played upon greed, a perceived sense of
partnership and 'a little something extra'
that could set Wrigley and the products he
sold apart for others on the market.
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In Pennsylvania, sales of soap had been
somewhat flat - there were lots of compet-
ing brands and well-established buying pat-
terns. He went to Lancaster, Pennsylvania
and arranged to buy a lot of umbrellas, at
eighty-five cents each. He then raised the
retail price of the soap to ten cents a cake,
raised the price to the jobber ( distributor)
to $3.34 a case, and with every case gave
free, as a premium, on umbrella. The
scheme worked. (This idea would eventu-
ally lead Wrigley to become the largest dis-
tributor of pre-
THE VERY LATEST IN LADIES' UMBRELLAS
mi um s in the
~~a-_;iisiii"iiMsiiEtu
_/ft~i!fs-6
world.)
8
$5.50
RT MEN TS
aoxo s
FOR
His premiums,
,..,u.,,
both successes
~o:•~£:'?!r~:rEt {•:~~::~~co
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and absolute
failures, were
many and varied, reflecting the tastes of
the Gay Nineties. They ranged from
women 's purses to store fixtures, from
fancy goods to cheap flatware.
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