I copied this from Eric (Cowseatmaize), hope you don't mind:HERE is the link.WAW-WAW SAUCE AND CONCENTRATED OUTDOOR ADVERTISING. From 1910
LONDON TAKEN BY STORM AT THE STRAND—SAME METHODS FOLLOWED HERE—DIRECT EFFECT ON JOBBERS—ALE AND STOUT SIMULTANEOUSLY INTRODUCED.
Londoners do not take sudden surprises without serious consideration. Eight years ago they awoke one bright morning to find their beloved Strand, their city's heart of hearts, emblazoned with the virtues and qualities of a new brand of sauce. There were signs to right of them, signs to left of them, signs in front of them that "volleyed and thundered" and the one message was: "Waw-Waw, Waw-Waw—the Sauce Piquant."
That was the first public showing ever made in behalf of Waw-Waw Sauce. It made a great impression, and laid the foundation for immense sales. G. L. Vernon, who is the owner of Waw-Waw, and the man responsible for WawWaw advertising, has this to say about his methods: "You see what I wished to accomplish was an immediate and lasting impression. I knew that the Strand was the center of London, and that every Londoner of any consequence had to pass through it time and time again. I wanted to give them something to think about. If I had hired a signboard here and another there, all over London, I would have covered a much wider territory, but I do not think I would have been getting as satisfactory results. 'Concentration' was my watchword. I bought up every available space suitable for sign purposes in the Strand, and emblazoned the whole street with Waw-Waw advertising. It was unforgettable. It could not be got away from by the very Londoners whom I wanted as consumers, and it brought the results—$40,000 in eleven months.
"When I added the words: 'Supplied to the House of Lords and the House of Commons,' my adverting argument was complete". That phrase meant more than the phrase: 'By Royal Warrant,' and every Englishman knew it. If a bit of harness at Buckingham Palace breaks and a groom is hurriedly sent to a little harness shop across the way to get a shilling's worth of leather with which the make repairs, the harness-shop proprietor immediately puts out his sign: 'By Royal Warrant.' But nothing can get on the tables of Parliament until it has been passed upon by a joint committee of the two houses."
[graphic1]
Last September, Mr. Vernon came to New York to introduce Waw-Waw Sauce here, as manager of the St. James Importing Company. He determined to employ the same tactics as abroad, namely, to concentrate in one citv first, New York, and after dominating the situation there, to branch out all over the United States. It happened that, when Mr. Vernon first wished to start his New York outdoor advertising, he found great difficulty in getting the billboard and signboard spaces he wanted, due to the fact that the latter were being monopolized at the time by the politicians who were on the eve of a big local election.
Mr. Vernon had to wait until after the election of Mayor Gaynor, the first week in November, before he could begin his campaign, but then he commenced in earnest. The elevated and subway lines were looked to as especially promising. The stations and the cars soon told the Waw-Waw story in flaring red upon a yellow background. Billboards and signboards have also been used in many sections. As a result of this New York advertising, which has not continued more than five months to date, Mr. Vernon states that he already has 3,500 accounts on his books. He has had to move into larger warehouse quarters.
[graphic2]
EXAMPLES OF CAR CARDS.
One surprising fact about the New York advertising has been the direct effect it has had upon jobbers all over the country, who have written in from as far distant as Seattle, requesting that they be made authorized agents in their several territories. Many such agencies have already been established in various parts of the country. Just at present Mr. Vernon is planning to invade Chicago with outdoor displays in much the same way as he has done in New York, where he says his monthly appropriation has been $5,000.
Asked why he has preferred outdoor advertising to newspaper advertising in New York, Mr. Vernon says: "Newspaper advertising appeals, at it's best, only to distinct classes. One class reads the World, another the Tribune, still another the Herald, and so on. I want to reach all these classes. I would have to use every paper in New York to do so. My outdoor advertising gets them all at one time, in my estimation, and that continuously."
The St. James Importing Company is handling other lines than Waw-Waw. One of these other lines is the ale and stout brewed and bottled by Whitbread & Co., Limited, of London, an old house, established in 1742, and with an excellent reputation. Whitbread is said to spend $300,000 a year in advertising abroad. Whitbread products have been introduced by Mr. Vernon in New York simultaneously with Waw-Waw. and. what is very interesting, along much the same lines. The copy and the appeal in both instances has been distinctively English. "Never be afraid of the place where your goods were made," advises Mr. Vernon. "That's my policy. I don't try to hide the fact that Waw-Waw and Whitbread's Ale are English—very English, you know. If I were introducing American-made goods into England, I would reverse the process and emphasize the fact that they came from America. Your Heinz products—the 57 varieties—have had a great success in England, and, I believe, because of this very fact, that the phrase: 'Made in America' has been emphasized."
LONDON TAKEN BY STORM AT THE STRAND—SAME METHODS FOLLOWED HERE—DIRECT EFFECT ON JOBBERS—ALE AND STOUT SIMULTANEOUSLY INTRODUCED.
Londoners do not take sudden surprises without serious consideration. Eight years ago they awoke one bright morning to find their beloved Strand, their city's heart of hearts, emblazoned with the virtues and qualities of a new brand of sauce. There were signs to right of them, signs to left of them, signs in front of them that "volleyed and thundered" and the one message was: "Waw-Waw, Waw-Waw—the Sauce Piquant."
That was the first public showing ever made in behalf of Waw-Waw Sauce. It made a great impression, and laid the foundation for immense sales. G. L. Vernon, who is the owner of Waw-Waw, and the man responsible for WawWaw advertising, has this to say about his methods: "You see what I wished to accomplish was an immediate and lasting impression. I knew that the Strand was the center of London, and that every Londoner of any consequence had to pass through it time and time again. I wanted to give them something to think about. If I had hired a signboard here and another there, all over London, I would have covered a much wider territory, but I do not think I would have been getting as satisfactory results. 'Concentration' was my watchword. I bought up every available space suitable for sign purposes in the Strand, and emblazoned the whole street with Waw-Waw advertising. It was unforgettable. It could not be got away from by the very Londoners whom I wanted as consumers, and it brought the results—$40,000 in eleven months.
"When I added the words: 'Supplied to the House of Lords and the House of Commons,' my adverting argument was complete". That phrase meant more than the phrase: 'By Royal Warrant,' and every Englishman knew it. If a bit of harness at Buckingham Palace breaks and a groom is hurriedly sent to a little harness shop across the way to get a shilling's worth of leather with which the make repairs, the harness-shop proprietor immediately puts out his sign: 'By Royal Warrant.' But nothing can get on the tables of Parliament until it has been passed upon by a joint committee of the two houses."
[graphic1]
Last September, Mr. Vernon came to New York to introduce Waw-Waw Sauce here, as manager of the St. James Importing Company. He determined to employ the same tactics as abroad, namely, to concentrate in one citv first, New York, and after dominating the situation there, to branch out all over the United States. It happened that, when Mr. Vernon first wished to start his New York outdoor advertising, he found great difficulty in getting the billboard and signboard spaces he wanted, due to the fact that the latter were being monopolized at the time by the politicians who were on the eve of a big local election.
Mr. Vernon had to wait until after the election of Mayor Gaynor, the first week in November, before he could begin his campaign, but then he commenced in earnest. The elevated and subway lines were looked to as especially promising. The stations and the cars soon told the Waw-Waw story in flaring red upon a yellow background. Billboards and signboards have also been used in many sections. As a result of this New York advertising, which has not continued more than five months to date, Mr. Vernon states that he already has 3,500 accounts on his books. He has had to move into larger warehouse quarters.
[graphic2]
EXAMPLES OF CAR CARDS.
One surprising fact about the New York advertising has been the direct effect it has had upon jobbers all over the country, who have written in from as far distant as Seattle, requesting that they be made authorized agents in their several territories. Many such agencies have already been established in various parts of the country. Just at present Mr. Vernon is planning to invade Chicago with outdoor displays in much the same way as he has done in New York, where he says his monthly appropriation has been $5,000.
Asked why he has preferred outdoor advertising to newspaper advertising in New York, Mr. Vernon says: "Newspaper advertising appeals, at it's best, only to distinct classes. One class reads the World, another the Tribune, still another the Herald, and so on. I want to reach all these classes. I would have to use every paper in New York to do so. My outdoor advertising gets them all at one time, in my estimation, and that continuously."
The St. James Importing Company is handling other lines than Waw-Waw. One of these other lines is the ale and stout brewed and bottled by Whitbread & Co., Limited, of London, an old house, established in 1742, and with an excellent reputation. Whitbread is said to spend $300,000 a year in advertising abroad. Whitbread products have been introduced by Mr. Vernon in New York simultaneously with Waw-Waw. and. what is very interesting, along much the same lines. The copy and the appeal in both instances has been distinctively English. "Never be afraid of the place where your goods were made," advises Mr. Vernon. "That's my policy. I don't try to hide the fact that Waw-Waw and Whitbread's Ale are English—very English, you know. If I were introducing American-made goods into England, I would reverse the process and emphasize the fact that they came from America. Your Heinz products—the 57 varieties—have had a great success in England, and, I believe, because of this very fact, that the phrase: 'Made in America' has been emphasized."
]I will list their links out individually:
