Sapolio Soap Predates Ivory
by Woodson Savage
Title
Sapolio Soap Predates Ivory
Artist
Woodson Savage
Medium
Digital Art - Cardboard Advertising Sign
Description
An early advertisement for Enoch Morgan's Sons, Sapolio Soap, for the kitchen. Sapolio was a brand of soap noted for its advertising, led by Artemas Ward from 1883–1908. Bret Harte wrote jingles for the brand.
Artemas Ward introduced the use of transit ads for Sapolio in almost all public transit vehicles in the country. He later obtained an exclusive franchise for the advertising facilities on New York City’s elevated railway and subway systems which he later sold to Barron Collier. This same Artemus Ward also at one time owned the King Automobile Company before his death in 1925.
Time magazine described Sapolio as "probably the world's best-advertised product" in its heyday.
Sapolio was manufactured by Enoch Morgan's Sons Co. from 1869, and was named by the family doctor.
Sapolio is often cited in marketing and advertising studies as an example of the result of diminishing or discontinuing advertising. After decades of maintaining some of the best known advertising in the U.S., Sapolio's owners decided that their position was sufficiently insurmountable as to let them discontinue most advertising. Despite the brand's overwhelming market position, it was overtaken by competitors within a few years and disappeared from the market before World War II.
In 1997, Sapolio was bought by the Peruvian company Intradevco Industrial SA. Intradevco is owner of the Sapolio brand in more than 80 countries. The Sapolio brand name is now used to market several cleaning products in Peru and Chile.
Uploaded
March 10th, 2015
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