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Bab-O, first Duane Jones Advertising Agency account, is still number one among the agency's package goods clients seen above
BAB-O AIMKK
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DAVID IIARUM and Lora Lawton (two daytime serials) sell over 400,000 cases of Bab-0 each month. 12 months a year. And the advertising bill, per case, is 38 cents. Those cents, however, add up $1,800,000 for each 52 weeks, while all other media top a budget of only $200,000.
Today, and everybody involved is willing to give broadcasting a deep bow for the accomplishment, Bab-0 leads the household cleanser field in dollar volume. In ]<)3<>. pre-Harum and Lawton. and preDuane Jones as the Bab-O advertising agency man firsl as account executive at Blackett, Sample and Ilummert and later as head oi his own agency), Bab-0 ran
seventh ill Its held.
One premium offer completed during October brought in 300,000 labels and an equal number of quarters Both labels
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and the quarters are important. The latter "self-liquidated" the cost of and the handling of the premium, a "Bond of Love" costume piece of jewelry, which was a replica of an Egyptian Scarab pin said to be over 3.500 years old. The former, the labels, were the "proof of purchase" that every sponsor hopes to have placed on the line to prove that advertising is not a questionable expense but a legitimate part of the cost of doing business.
Bab-O's development, like all planned growth, was no accident. I 'art of its success is based upon the formula developed by the founder of the business. B. T. Babbitt, who discovered that premiums succeed when everything else fails. Back almost 100 years ago, when he packaged soap for the firsl time, lie found that wrapped soap was suspect to both the kitchen and the parlor Milady had to see the clerk in
the general store cut off a piece of soap from the long bar or else she was suspicious of the product. So Babbitt offered "panel pictures" in full natural color for 32 soap wrappers — and Babbitt's Fine Soap was a success. Some of the editions of the panel pictuas. among them the little girl and kitten, seen em the next page, ran as high as 100.000 copies. The other part of its modern day growth is credited to broadcasting and daytime serials. Pne>r te> 1936. Bab-O used national newspapers and glamour radio programing. The rotogravure sections of the newspapers carried giant-sized advertisements of a body beautiful concealed tor the' most part only by a bath towel, stepping forth from a very mexlern bathtub. The radio programs brought top names of the entertainment world to a variety program headed by 'Little Miss Bab-O" Mary Small at the age of 1 .
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