In combination with the unique appearance and qualities, brand names helped customers remember just what they had seen advertised. Prior to the great revolution in advertising, customers depended on their local grocers carrying the product they needed, whether it was flour, sardines, or crackers, without depending on the product from a certain manufacturer. Grocers would supply the product out of barrels and crates. The buyer would never know what the name of the product — if the product had a specific name. When the advertisements changed, manufacturers started adding catchy names and ideas to their product to help remind the customer of their right to choose the manufacturer. The Uneeda Biscuit company
had an entire line of Uneeda
 products including Uneeda
Cracker and Uneeda Jinjer Wayfer.  
This particular advertisement was
placed early during the switch.
Although the company uses catchy
phrases and names, the heavy
text on the ad would disappear
in a short span of time.
Van Camp's Boston Baked Beans
were one of the first products
with a brand name.  This ad
was placed in Munsey's Magazine
during the mid 1880's, prior
to advertising's rise in popularity.
The Cream of Wheat boy became
an industry standard.  Although
the brand name is simple, the
product was also new.  Along with
Quaker Oats, Cream of Wheat was
responsible for selling an entire
nation on cereal for breakfast. This was the era of Uneeda Biscuits, Quaker Oats, Pear's Soap, Ivory Soap, and Van Camp's Pork & Beans. The names had nothing to do with the product, except to add character and build the desire in the customer. In between the years 1880-1900, the number of advertisements carrying brand names increased from very few to all. Consumers were told to ask their local grocer for the product of their choice. When Proctor and Gamble started marketing Crisco in 1912, they shipped out crates of samples to the different stores so they could guarantee in their advertisements that the product would be on the local grocer's shelves.

Return to Advertising