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The man who influenced your entire breakfast this morning

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Albert Lasker is the most interesting adman in the world. He had a hand in influencing professional baseball, Planned Parenthood, North American breakfast food and not one, but two presidential elections. And he just happened to change the world of advertising in the process. 


Albert Lasker

The most interesting man in the advertising world was named Albert Lasker. He lived from 1880 until 1952.

The brands he helped launch nearly 100 years ago are still with us today.

Lasker also influenced professional baseball, two presidential elections, Planned Parenthood and the American Cancer Society.

At only 26 years old, Albert Lasker was the leader of the second-largest advertising agency in the U.S. (Image Source: American National Business Hall of Fame) Above all, his selling philosophy changed the world of advertising for all time. And he did it all while battling depression and crippling anxiety.

With all due respect to Dos Equis, Albert Lasker was the most interesting man in the world of advertising.


Sunkist

One day, Lasker was tasked with rebranding the California Fruit Growers Exchange. It was a cooperative of orange growers.

The market for oranges was oversupplied and orange farmers were selling at a loss.

First, Lasker changed their name to Sunkist.

Then he developed a famous print ad that simply said, “Drink an orange.”

“Drink an orange.” (Shiral Tobin) The thinking was brilliant. The ads persuaded people to squeeze oranges and drink the juice at breakfast as a healthy way to start their day.

Before the campaign, the average consumption per serving was half an orange.

But after Lasker’s juice campaign, it jumped to two and a half oranges per serving. A 400 per cent increase.

Because of Albert Lasker, orange juice became a staple of North American breakfasts.


“Food shot from guns!”

The Quaker cereal company gave Lasker two under performing cereals to advertise – Wheat Berries and Puffed Rice.

While touring the plant, he and copywriter Claude C. Hopkins noticed that raw grains were placed inside long rifle-like tubes. Hot compressed air was blasted into the tubes, puffing up the grains to eight times their normal size. The kernels shot out with a bang.

Lasker and Hopkins saw a selling idea.

Quaker Puffed Wheat sparkles. (Image Source: webstarstudio) They proposed that Quaker change the name of Wheat Berries to Puffed Wheat so they could advertise Puffed Wheat and Puffed Rice together to save money.

Then they created a campaign that sold the cereals as “Food shot from guns!”

The advertising industry ridiculed the campaign. The press said it was “the theory of an imbecile.”

Wrong.

Almost immediately, Puffed Wheat and Puffed Rice became the two most profitable cereals in the country.

“Food shot from guns” made sales of both breakfast cereals shoot up 300 per cent.


Palmolive

A small firm from Milwaukee called the B.J. Johnson Soap Company approached Lord & Thomas with a laundry product.

Lasker felt the laundry category was too crowded and cutthroat. “Do you have anything else?” he asked.

The soap company said yes, they had a bar of soap made from palm and olive oils.

It was called Palmolive, but they didn’t have much hope for it. Lasker felt differently.

First, he created a campaign around the “beauty appeal” of Palmolive, rather than its cleaning qualities.

Then he sent letters to 50,000 druggists telling them Palmolive was about to launch a massive coupon promotion and to get ready for a stampede of shoppers. The soap company immediately received one thousand orders from retailers.

One year later, the B.J. Johnson Soap Company was redeeming two thousand coupons per month. 99 per cent of drugstores were stocking Palmolive Soap.

By 1916, Palmolive was the best-selling soap in the world.

The B.J. Johnson Soap Company changed its name to the Palmolive Company.

And the rest is history.


For these stories and more from Under The Influence, click or tap on the “Listen” tab to hear the full episode.
You can also find us on the CBC Radio app or subscribe to our Podcast.


Under The Influence is recorded in the Terstream Mobile Recording studio – a 1969 Airstream trailer that’s been restored and transformed into a studio on wheels. So host Terry O’Reilly can record the show wherever he goes.
Follow the journey on Facebook, Twitter and Instagram, and search the hashtag: #Terstream.

(Image Credit: Sidney O’Reilly)

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Tiger-Cats claim victory against the Argos to maintain home record on Labour Day

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The Hamilton Tiger-Cats were at their devastating best against the Toronto Argonauts when the two locked horns on Labour Day at the Tim Hortons Field.

Just like with previous Labour Day fixtures, the Ticats produced a stellar performance with Dane Evans throwing two touchdown passes while Frankie Williams scored on a 67-yard punt return as they claimed a 32-19 victory on Monday. With this vital win, the Ticats extended their Labour Day home record to 7-0.

For players and fans of the Tiger-Cats, games on Labour Day are a lot more special and losing is something the Ticats aren’t used to.

“We know the fans are going to be behind us, we know Toronto is going to be chippy, we know it’s going to be sunny; we know it’s going to be windy. Everything that happened (Monday) we prepared for. There is something extremely special about Tim Hortons Field on Labour Day . . . you can feel it in the air, I can’t put it into words,” said Evans.

After the COVID-19 induced hiatus, the CFL is back in full action and fans can now bet on their favourite teams and just like with online slots Canada, real money can be won. Hamilton (2-2) recorded its second straight win to move into a tie atop the CFL East Division standings with Montreal Alouettes (2-2). Also, the Ticats lead the overall Labour Day series with Toronto 36-13-1.

In the sun-drenched gathering of 15,000—the maximum allowed under Ontario government COVID-19 protocols—the fans loved every minute of this feisty game. After all, this was the Ticats first home game in 659 days, since their 36-16 East Division final win over Edmonton in November 2019.

The contest between the Ticats and Argos was certainly not bereft of emotions, typical of a Labour Day fixture, as it ended with an on-field melee. But the Argos often found themselves on the wrong end of the decisions with several penalty calls and most of the game’s explosive plays.

Hamilton quarterback Evans completed 21-of-29 passing for 248 yards and the two touchdowns while Toronto’s make-shift quarterback Arbuckle completed 18-of-32 attempts for 207 yards. Arbuckle also made a touchdown and two interceptions before eventually being substituted by McLeod Bethel-Thompson.

Bethel-Thompson made an eight-yard TD pass to wide receiver Eric Rogers late in the final quarter of the game.

“They got after us a bit . . . we didn’t block, or pass protect well,” said Ryan Dinwiddie, rookie head coach of the Argos in a post-match interview. “They just kicked our butts; we’ve got to come back and be a better team next week.”

The Labour Day contest was the first of four fixtures this year between Toronto and Hamilton. The two teams would face off again on Friday at BMO Field. Afterwards, the Tim Hortons Field will play host to the Argonauts again on Oct. 11 with the regular-season finale scheduled for Nov. 12 in Toronto.

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Roughriders looking to bounce back after Labor Day defeat

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In what an unusual feeling for the Saskatchewan Roughriders, they would now need to dust themselves up after a 23-8 loss to the Winnipeg Blue Bombers in what was a Labor Day Classic showdown in front of a full capacity crowd at Mosaic stadium.

Craig Dickenson, head coach of the Riders, witnessed his team with an unbeaten record get utterly dominated by a more superior team from Winnipeg. Now, he has got a lot of work on his hands getting his team back to winning ways as they visit the Banjo Bowl next.

“We’re going to see what we’re made of now…the jury’s out,” said Dickenson.

Dan Clark, who played centre for the Riders expressed his disappointment in losing what was “the biggest game of the year”.

 “If you lose every other game, you don’t want to lose that one. We’ve just got to take the next step,” said Clark in a report. “There are 12 steps to the Grey Cup left and it’s just about taking that next step and focusing on what Saturday will bring.”

With their first defeat to Winnipeg, the Riders (3-1) now rank second place in the CFL’s West Division, trailing the Bombers by one victory (4-1). However, the Riders will have the chance to even the season series during their trip to Winnipeg this Saturday. With the CFL heating up, fans can now enjoy online sports betting Canada as they look forward to their team’s victory.

The Rider’s offensive line will once again have a busy time dealing with the Blue Bombers’ defence.

Quarterback Cody Fajardo, who played one of the best games of his career two weeks earlier, had quite a stinker against the Bombers in the Labour Day Classic—which is the most anticipated game for Rider fans.

Fajardo had a 59 per cent completion percentage which wasn’t quite indicative of what the actual figure was considering he was at 50 per cent before going on a late drive in the final quarter with the Bombers already becoming laid back just to protect the win.

Fajardo also registered a personal worst when he threw three interceptions, but in all fairness, he was always swarmed by the Bomber’s defence.

While Fajardo has claimed responsibility for the loss and letting his teammates down, many would be curious to see how the team fares in their next game and with less than a week of preparation.

Dickenson is confident that his team would improve during their rematch in the 17th edition of the Banjo Bowl in Winnipeg. The only challenge now would be the loss of home advantage and dealing with the noisy home crowd, he added.

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Canadian report reveals spike in food-related litter during pandemic

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TORONTO — Restaurants’ inability to offer their usual dine-in service during much of 2020 may explain why an unusually high amount of food-related litter was found across the country, a new report says.

The Great Canadian Shoreline Cleanup (GCSC) is an annual program in which volunteers are encouraged to clean up green spaces and other natural areas.

Last year, single-use food and beverage containers made up 26.6 per cent of waste collected through the program – nearly twice as high a percentage as in 2019, before the pandemic.

“We suspect the change may be one of the many implications of COVID-19, including more people ordering restaurant takeaway and consuming more individually packaged foods,” GCSC spokesperson Julia Wakeling said in a press release.

While food- and beverage-related litter accounted for a greater percentage of waste uncovered by GCSC than in the past, it wasn’t the single largest category of items picked up through the program last year.

That dubious honour goes to cigarette butts and other smoking-related paraphernalia, which comprised nearly 29 per cent of all items collected. There were more than 83,000 cigarette butts among the 42,000 kilograms of waste found and clean up last year.

So-called “tiny trash” – little pieces of plastic and foam – also accounted for a sizeable share of the waste, making up 26.8 per cent of the total haul.

In addition to smoking-related items and tiny trash, the main pieces of litter removed by GCSC volunteers last year included nearly 22,000 food wrappers, more than 17,500 pieces of paper, more than 13,000 bottle caps and more than 10,000 beverage cans.

Discarded face masks and other forms of personal protective equipment were also detected and cleaned up, although not tallied in their own category.  PPE waste has been repeatedly cited as a concern by environmental advocates during the pandemic; a robin in Chilliwack, B.C. is the earliest known example of an animal that died due to coronavirus-related litter.

The GCSC is an annual program organized by Ocean Wise and the World Wildlife Fund Canada. Its operations were disrupted by the pandemic as well; only 15,000 volunteers took part in the program last year, versus 85,000 in 2019, due to delays and public health restrictions making large group clean-ups impossible.

Still, there was GCSC participation from every province and the Northwest Territories in 2020. Nearly half of the volunteers who took part were based in B.C., where the program began in 1994.

Data from past GCSC reports was used as part of the research backing Canada’s ban on certain single-use plastic items, which is scheduled to take effect by the end of 2021.

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