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9 Things You Might Not Know About Gerber

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As they say, Gerber is in the business of babies, and they have been since the 1920s. And like so many baby products, the little jars of strained baby food came about because a mother saw a need and knew just the right person to solve her problem. Read on for nine facts about Gerber and that famous little face.

1. THE IDEA BEGAN WHEN DANIEL FRANK GERBER AND HIS WIFE NEEDED TO FEED THEIR BABY DAUGHTER A SPECIAL DIET.

In the early 1900s, the Fremont Canning Company, owned by manufacturer Frank Daniel Gerber, sold cans of beans, peas, and fruit. Gerber’s son—confusingly named Daniel Frank Gerber—went to work for his father’s canning company in 1920. Daniel and his wife, Dorothy, had a young daughter, Sally, who had become sick. Her pediatrician recommended they feed her strained fruits and vegetables for a period, but straining and pureeing peas by hand was a time-consuming, physically demanding process, and Dorothy suggested that if Daniel's company's equipment could puree tomatoes, they could do the same for other foods. Daniel agreed, and worked on a more efficient way to feed his daughter.

2. GERBER'S STRAINED BABY FOOD WAS SO POPULAR, IT TOOK OVER THE BUSINESS.

The Gerber factory, circa 1940s.Wystan via Flickr // CC BY 2.0

Daniel and his father, Frank, made test batches of strained baby food and starting selling it via the Fremont Canning Company in 1928. Products included strained peas, carrots, spinach, and prunes. The baby food sold so well that in 1941, the Fremont Canning Company changed its name to Gerber Products Company to focus solely on feeding babies.

3. URBAN LEGENDS SURROUNDED THE IDENTITY OF THE GERBER BABY FOR DECADES.

Who is the Gerber baby? The famous face started appearing on Gerber products in 1928, after an open contest to find a spokesbaby. Before the public found out the identity of the baby on the Gerber logo though, people speculated that the baby grew up to be a celebrity. Although the rumors and urban legends were baseless, people theorized that the Gerber baby was a famous actor—Elizabeth Taylor, Humphrey Bogart, Jane Seymour, or Brooke Shields (who is far too young to have possibly been the Gerber baby) have all been mentioned—or a politician, like Bob Dole or Richard Nixon. Other people guessed that the Gerber baby grew up to be a porn star, but the most common assumption was that the baby was Sally Gerber, whose special diet inspired her parents to make baby food. She was the first food tester, after all!

4. THE BABY WAS ACTUALLY ANN TURNER COOK, THE NEIGHBOR OF A CHILD'S PORTRAIT ARTIST.

In 1928, Dorothy Hope Smith, a commercial artist known for child portraiture, submitted a charcoal sketch of her neighbor’s 5-month-old baby into Gerber’s logo contest. The baby, Ann Turner Cook, later became an English teacher and mystery writer. Cook’s highly recognizable face was on every Gerber product, but Gerber kept her identity secret until 1978 because the company wanted the baby to be an “everybaby,” so parents of both male and female babies would buy Gerber baby food.

5. GERBER DIVERSIFIED BEYOND BABY FOOD.

Besides baby food, Daniel Gerber expanded the business by selling baby accoutrements such as toys and dolls in the 1950s and 1960s. In 1967, Gerber began selling life insurance through the Gerber Life Insurance Company. Today, Gerber sells fruit juice, snacks such as cheese crackers and yogurt, and probiotic colic drops, and the Gerber Life Insurance Company has over two million active insurance policies.

6. DANIEL GERBER APPEARED ON GROUCHO MARX’S TV SHOW.

In 1955, Daniel Gerber appeared on Groucho Marx’s comedy quiz TV show You Bet Your Life in order to make an incredibly dull case for business development in Michigan—and then to nonchalantly mention that he was the president of the Gerber Products Company. Gerber played the straight man to Marx and talked about the benefits of companies opening plants in Michigan. Marx then told Gerber that his daughter ate cans of Gerber baby food, and Marx joked that he too would soon begin eating Gerber food because he was getting older and wouldn't be able to "chew the hard stuff anymore."

7. BABY FOOD FOR UNMARRIED ADULTS WASN’T A HIT.

In 1974, Gerber started selling a promising new product: Gerber Singles. The single-serving jars of pureed baby food were marketed toward young unmarried adults, but Gerber Singles failed immediately. Unfortunately for Gerber, it turned out that unmarried adults didn’t want to eat mushy baby food for dinner while being reminded they were dining alone.

8. GERBER NOW HOSTS AN ANNUAL BABY PHOTO CONTEST.

For almost 90 years, Ann Turner Cook’s face has been synonymous with Gerber. Although Cook’s face is still on Gerber’s products, the company has conducted an annual Gerber Baby Photo Search since 2010. In 2012, the cute 8-month-old winner of Gerber’s contest got to meet Cook in New York, in addition to her $50,000 prize.

9. GERBER HAS A LONG HISTORY OF MAKING CHARITABLE DONATIONS.

Gerber cans in the 1970s. Roadsidepictures via Flickr // CC BY-NC 2.0

In 1952, Gerber founded the Gerber Baby Foods Fund to give money to organizations such as the American Red Cross and Boys and Girls Clubs. In the 1990s, the name of the fund changed to The Gerber Foundation. Since 1952, the foundation has given more than $100 million in grants, scholarships, and donations to various charities and organizations.

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10 Strange Publicity Stunts by Major Food Brands
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Celebrities have always loved doing crazy things for press—but these days, even corporations will go to extreme lengths to get the word out about their products. Case in point: IHOP's recent attempt to create a little mystery, and sell some burgers, as IHOb. Below you’ll find 10 of the weirdest stunts done to promote mass-produced food items.

1. COLONEL SANDERS RAPPELS DOWN A HIGH-RISE

It’s hard to imagine KFC’s elderly Colonel Sanders doing much outside of eating and talking about his “finger lickin’ good” fried chicken. But in 2011, a man dressed as the Colonel strapped on a harness and rappelled down Chicago’s River Bend building. The Colonel didn't stop at rappelling down the 40-story building; he also handed out $5 everyday meals to window washers. What was KFC’s concept behind this dangerous promotion? They wanted to show the world they were taking lunch to “new heights.”

2. THE WORLD'S LARGEST POPSICLE

Sometimes being the biggest doesn’t mean you’re the best. In 2005, Snapple wanted to make the world’s largest Popsicle to promote their new line of frozen treats. Their plan was to display a 25-foot-tall, 17.5-ton treat of frozen Snapple juice in New York City’s Union Square. However, their plan ended in a sticky disaster. The day Snapple tried to present the Popsicle, New York was experiencing warmer than expected temperatures. The pop melted so quickly that a river of sticky sludge took over several streets. In a city already congested by traffic and tourists, this made Snapple enemy No. 1 that day to the people of New York City.

3. COFFEE CUPS ON CAR ROOFS = FREE COUPONS

A cup of Starbucks coffee
Wikimedia Commons

Starbucks believes in rewarding those who embrace the holiday spirit. In 2005, the Seattle-based coffee giant developed a campaign by which brand ambassadors drove around with replicas of Vente Starbucks cups affixed to their car roofs. If anyone stopped the ambassador to warn them about the coffee cup on their roof, that person received a $5 gift card to Starbucks. Starbucks wanted the world to know being a good samaritan really can pay!

4. MESSAGE IN A BOTTLE

Imagine walking the beach and finding a sealed bottle of Guinness. But instead of finding beer inside, you find a note from King Neptune, the Roman god of the sea. In 1959, that happened to people along North America’s Atlantic coast. Guinness wanted to build brand awareness in the area, so they dropped 150,000 sealed Guinness bottles into the ocean. The bottle contained Neptune’s scroll announcing the House of Guinness’s Bi-Centenary as well as a document instructing the reader on how to make a Guinness bottle into a table lamp. While no one got a free beer (boo!), they did walk away with an arts and crafts project.

5. EAU DE FLAME-BROILED

Who can resist the smell of flame-broiled burgers? The answer is most people—at least when it comes in the form of a body spray. Burger King’s 2008 campaign promoting the “scent of seduction” may be one of the weirdest ideas on this list. The fast-food company thought they could capture the world’s attention by creating and advertising a meat-scented cologne called FLAME by BK. Though select New York City stores actually sold the scent, all of this was a tongue-in-cheek campaign to make the 18- to 35-year-old male demographic laugh.

6. HERE COMES THE SUN

London commuters experienced an unexpectedly bright morning during January 2012. Tropicana worked with the art collective Greyworld to create a fake sun promoting their “Brighter Morning” campaign. The "sun," made up of more than 60,000 light bulbs, rose over Trafalgar Square at 6:51 a.m. on a particularly chilly morning. The sun set at 7:33 p.m. Tropicana continued to promote their sun day, fun day by having Londoners sit under the sun with branded sunglasses, deck chairs, and blankets. 

7. AIRPORT STEAK DELIVERY

Some of the craziest publicity stunts can’t be planned. We live in a world of 24/7 social media, and when the Twitterverse gave Morton’s Steakhouse an opportunity, they seized upon it. Before flying from Tampa to Newark, Peter Shankman, an entrepreneur and author, jokingly tweeted at Morton's Steakhouse that he wanted a porterhouse steak to be waiting for him when he landed. As Shankman was a frequent diner and social media influencer, Morton's Steakhouse saw the opportunity to start a conversation—and they went for it: When Shankman touched down in Newark, he was greeted by his car service driver and a Morton’s deliveryman. If only all travelers could experience that happiness in an airport.

8. BUYING THE LIBERTY BELL

April Fools Day gags can be great for brands … or an embarrassment. In 1996, Taco Bell took out an ad in The New York Times saying they bought Philadelphia's Liberty Bell. The ad also informed people of the bell’s new name: "Taco Liberty Bell." Back in the mid-1990s, people couldn’t go on Twitter or Facebook to find out the truth. Instead, they wrote the publication voicing their outrage. The hoax may have worked in getting press coverage (650 print publications and 400 broadcast media outlets publicized the joke), but what does that say about your brand when people actually believe you would rename a historic monument for your own gain?

9. CREATING THE LARGEST MAN-MADE FIRE


Wikimedia Commons

In 2011, the Costa-Mesa based chain El Pollo Loco sent out press releases saying they planned to create the world’s largest man-made fire. Why would they create a fire? El Pollo Loco needed to get the word out about their new flame-grilled chicken. Spectators attending the event were shocked to see that this stunt was actually a commercial shoot for the brand. The chain says they really did attempt to break the record. But many publications have stated the whole promotion was a fraud. Note to brands: When trying to pull off a publicity stunt and a commercial simultaneously, tell everyone your plan in advance.

10. KFC IN SPACE

KFC may just be the king of wild publicity stunts. In 2006, the company created an 87,500-square-foot logo at Area 51 in Rachel, Nevada. The company wanted to be the first brand visible from space. And it was no coincidence they picked a spot near “The World’s Only Extraterrestrial Highway.”

“If there are extraterrestrials in outer space, KFC wants to become their restaurant of choice,” said Gregg Dedrick, former president of KFC Corp. The world is not enough for KFC. They need the entire universe hooked on their Original Recipe.

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Fizzled Out: Why Coca-Cola Purposely Designed a Soft Drink to Fail
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In December 1992, media outlets from around the country filed into the Hayden Planetarium at New York City's American Museum of Natural History for what soft drink giant Coca-Cola was trumpeting as a “truly out-of-this-world experience.” In front of reporters, the company's North American president, Doug Ivester, unveiled a 16-ounce silver can that he hoped would change the landscape of soda.

The product was Tab Clear, a new version of the sugar- and calorie-free diet drink first introduced in 1963. While it retained its bubbles, the liquid was transparent, an obvious nod to rival Pepsi’s introduction of Crystal Pepsi earlier that year.

Publicly, Ivester boasted that Tab Clear would be yet another success in Coca-Cola’s long history of refreshment dominance. But behind the scenes, Ivester and chief marketing officer Sergio Zyman were convinced Tab Clear would be a failure—and that is exactly what they hoped would happen. Flying in the face of convention, the launch of Tab Clear was deliberately designed to self-destruct.

 
 

In the early 1990s, beverage manufacturers were heavily preoccupied with the idea of clear drinks that communicated a sense of wellness. The Coors company even produced a clear alcoholic malt beverage, Zima, to capitalize on the craze, but porting it over to the soft drink market was nothing new. In the 1940s, Soviet leader Georgy Zhukov used his friendly relationship with the U.S. to make an appeal for Coca-Cola to produce a clear version of their drink so he could enjoy it surreptitiously and without being accused of indulging in a capitalist product; the soda maker removed the caramel from the recipe, which essentially de-pigmented it. Coca-Cola also produced Sprite, a fizzy, lemon-tinged drink that didn’t use coloring.

But it wasn’t until Pepsi unveiled Crystal Pepsi in 1992 that marketing departments began to pay close attention to transparency in their product. Crystal Pepsi was essentially a fruit-flavored variation of regular Pepsi, with all the typical amounts of sugar and calories but no caffeine. That light could pass through the beverage was a novelty, albeit one that Pepsi believed could help them carve out a 2 percent slice of the $48 billion soft drink market. And if Pepsi could do that, it would mean less money for Coca-Cola.

Like a boxer preparing a counter-attack, Coke couldn’t simply sit back and allow Pepsi to strike without retaliation. But few within the company were sold on the longevity of the clear soda craze. Worse, the company had stumbled badly with New Coke in 1985, a new formula intended to replace the classic version that drew public criticism and created a public relations disaster. Tempting fate with a Clear Coke was out of the question.

Zyman had the answer. Before coming to Coke, Zyman had been a director of sales and marketing for Pepsi; he defected to Coca-Cola just in time for the highly successful launch of Diet Coke in 1982. After a sabbatical, Zyman—a notoriously combative executive who earned the nickname the “Aya-Cola” for his management style—returned as chief marketing officer and devised an ingenious plan to stifle Crystal Pepsi without risking the reputation of Coca-Cola Classic. His sacrificial pawn would be Tab.

Sometimes stylized as “TaB," the drink had been introduced in 1963 as an alternative for calorie-conscious consumers. Sold in a pink can, it was targeted specifically at women concerned about their weight and marketed as a solution to increase sex appeal. Tab, ads claimed, could help consumers “be a shape he won’t forget … Tab can help you stay in his mind.”

With Diet Coke available to help keep marriages from crumbling, Tab was relegated to an afterthought, falling from 4 percent of Coke's overall market share to just 1 percent. Zyman believed it was expendable. If Tab Clear happened to catch on, fine. If it didn’t, the failure wouldn’t reflect poorly on the Coke brand.

But Zyman wasn’t content to simply try to compete with Crystal Pepsi. In his mind, Tab Clear was what consumer brands refer to as a “kamikaze effort,” a product expected to fail. Zyman believed that the presence of Tab Clear on shelves would confuse consumers into believing Crystal Pepsi was a diet drink. (It wasn’t, though there was a Diet Crystal Pepsi version available.) By blurring the lines and confusing consumers who wanted either a calorie-free drink or a full-bodied indulgence, Zyman expected Tab Clear to be a dud and bring Crystal Pepsi down right along with it.

“It was a suicidal mission from day one,” Zyman told author Stephen Denny for his 2011 business book, Killing Giants. “Pepsi spent an enormous amount of money on the [Crystal Pepsi] brand and, regardless, we killed it.”

 
 

With Pepsi set for a massive ad spend on the January 1993 Super Bowl, Coke rolled out Tab Clear in 10 cities, with national expansion coming mid-year. Their ad spending was minimal. Coca-Cola made just enough noise to reposition Crystal Pepsi from a hot, trendy new drink to a product with an identity crisis.

“They were going to basically say it was a mainstream drink,” Zyman said. "'This is like a cola, but it doesn’t have any color. It has all this great taste.' And we said, 'No, Crystal Pepsi is actually a diet drink.' Even though it wasn’t. Because Tab had the attributes of diet, which was its demise. That was its problem. It was perceived to be a medicinal drink. Within three to five months, Tab Clear was dead. And so was Crystal Pepsi.”

The dissolution of soda products on shelves is not inherently dramatic, and there was no visceral evidence on display that Tab Clear was flailing. But by the end of 1993, Zyman’s prediction had come true. Crystal Pepsi had grabbed just 0.5 percent of the market, a quarter of Pepsi's prediction. Both Tab Clear and Crystal Pepsi were phased out and Coke was happy to write the dual obituary. “Now both Tab Clear and Crystal Pepsi are about to die,” Coca-Cola chairman Roberto Goizueta told Ad Week in November 1993.

But it was Pepsi that had spent millions in development and $40 million in marketing; it took the company 18 months to formulate their failure. Coke spent just two months on Tab Clear. It was a barnacle that dragged its far more ambitious rival down with it.

Zyman continued to work for Coca-Cola through 1998. Clear products never caught on as some companies anticipated, though they do experience periodic revivals. Zima returned to shelves in 2017, and Crystal Pepsi has had promotional comebacks.

In one final twist, and despite Ivester's earlier declaration that Clear Coke would never see the light of day, the company’s Japanese arm released a zero-calorie Coca-Cola Clear in the country on June 11. This time, they might even want it to succeed.

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