December 4, 2012
I hadn’t even realized that the Olin Cellophane ad that I had posted last Friday (with package designer, Robert Sidney Dickens) was part of a larger series of ads, each featuring a major package designer of the time.
It made me want to hunt around and see how many other ads from this series I could find.
Judging from the examples I found on Ebay, one might conclude that 1950s package designers were a mostly mustachioed lot and generally adhered to the suit-and-tie dress code that was once de rigueur in business.
Other package designers who participated in this campaign include…
There were also some ads whose existence I could detect, but that I could not find pictures of. (like John B. Penson and, perhaps, Frank Gianninoto)
The main tagline of the campaign was a brand promise that, if you think about it, could go either way: “A Packaging Decision Can Change the Course of a Business.”
The use of cellophane in packaging almost every kind of product continues to increase. Cellophane, especially, has been a vital partner in the advance of self-service selling, where the attractiveness of a cellophane package is so important to a product that the Film Division’s sales force has crystallized its approach into a single phrase: “A Packaging Decision Can Change The Course of a Business.”
Olin Manufactures Paper, Cellophane
The Times-News, Hendersonville, NC, February 27, 1968
(Some of the campaign’s copywriting, after the fold…)
Donald Deskey: Olin Cellophane Speeds Package Restyling
Walter Landor: Olin Cellophane Sells the Truth
Raymond Loewy: Olin Cellophane Builds Markets
Francis Blod: Olin Cellophane Sells New Ideas on Sight
Robert Sidney Dickens: Olin Cellophane Makes The Successful Family