Greensburg Daily News, Greensburg, IN

Columns

March 26, 2014

Linda Hamer Kennett: Somethin' for nothin'

(Continued)

In addition, they sponsored the popular radio show, “Jack Armstrong, the All-American Boy” from 1933 to 1950. This collaboration, which spawned the”Breakfast of Champions” campaign, also gave us a number of incredible gadgets from the show that could be had for a dime and a Wheaties box top.

Not all premiums promotions were aimed towards children.

In 1929 General Mills introduced “Betty Crocker Coupons” that came in each bag of flour and could be used to reduce the price of Oneida flatware. In 1937 the coupons were changed to appear on the outside of the packaging of a number of their products including brownies and cake mixes. Varying in point value, they were redeemable for housewares through the Betty Crocker Catalog which was printed through 2006.

Kellogg also focused a large part of their premiums to the adult crowd. Through the years they have offered mail-in inducements for rose bushes and seed packets, and in-box premiums like spools of thread, button packages and, for a short period of time, nylon stockings.

By far, the most bizarre of all premium offers came from Quaker Oats in 1955 when they sponsored the “Sergeant Preston of the Yukon” TV series. With each box of cereal the customer received a deed for one square inch of the Yukon Territory. To this day the “Great Klondike Big Inch Land Caper” is considered the most successful sales promotions in North American business history with more than 21 million parcels distributed!

Until next time,

Linda

Linda Hamer Kennett is a professional liquidation consultants specializing in down-sizing for seniors and the liquidation of estates and may be reached for question or comment at 317-429-7887 or lkennett@infy.rr.com

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