42 



SIXTEENTH ANNUAL REPORT OF T^E 



be done to build up the name of honey; 

 something ought to be done to intro- 

 duce honey to the millions that are not 

 noAV taking it; to get it before them in 

 snfiall quantities; to get it in all the 

 restaurants and hotels and into the 

 Pizllman cars. We discussed the 

 problem of getting honey in the minds 

 of every one so far as we could, and 

 particularly to get it before the house- 

 wife. 



A definite program we felt must be 

 undertaken, and when that came be- 

 fore us we said, we can't advertise 

 honey without advertising everybody's 

 honey and we will pay the bill. We 

 finally decided, however, that we would 

 launch out in the field and experiment 

 and see what the results might be. 



Already there were some in the field 

 bottling honey and had a fairly good 

 trade, but they didn't have the trade 

 name. Honey was not known all over 

 the United States. Honey was not 

 known in Pullman cars. Honey was 

 not known in restaurants except in 

 very narrow circles. It, seemed to us 

 there ought to be some sort of a pro- 

 gram that w^ould bring honey before 

 the minds of all the people all over the 

 United States, so that every housewife 

 in the proper season and all through 

 the year would be thinking about 

 honey. 



Some kind of advertising should be 

 brought before the public to make 

 them think of honey. We began with 

 a modest program, as we thought. We 

 called in an expert, the expert who put. 

 Coca Cola on the map and, if you know 

 of any product that is advertised more 

 extensively than Coca Cola, I wish you 

 would point it out. I think if you go 

 into any ordinary soda fountain and 

 stay there a little while you will see 

 Coca Cola is called for once out of 

 three to five times, because it has been 

 advertised; because it has a trade 

 name; it is continuously advertised, 

 and so much so that competitors are 

 trying to get hold of the name. 



Think of it, here is an article 

 against which Dr. Wiley and all his 

 force have been arrayed; many peo- 

 ple think they cannot drink it, that 

 it is a narcotic of some kind. And 

 in spite of all prejudice this is ad- 

 vertised and sold on trains, adver- 

 tised on every bill board and on 

 street cars and in every magazine. 

 If that article sells, what can we do 



if we take an article like nature's 

 sweet, like honey, and push it and keep 

 it in the mind of the public continu- 

 ously ? 



If honey is advertised and brought 

 before the public properly, it will be 

 found on the table every day and 

 used by every householder in the 

 United States. If we keep at it we 

 will get it there. 



In spite of all the advertising that 

 has been done, I venture to say that 

 you can go into a dozen families and 

 find no honey used. I speak before 

 popular audiences and I am surprised, 

 in spite of all the advertising done 

 heretofore, how many people think 

 comb honey is manufactured and that 

 ordinary liquid honey is adulterated 

 with glucose. 



Now, then, when one starts to build 

 up a trade name, the public naturally 

 concludes he is putting out an article 

 that must be pure or he would not 

 dare to advertise it and sell it. We 

 are finding this out by our own ex- 

 perience. Where one advertises his 

 honey in an extensive way, the pub- 

 lic is getting hold of the idea that this 

 honey must be pure and all right; It 

 cannot be manufactured or he would 

 not put it out and advertise it every- 

 where. 



To give an illustration: 



Dr. Phillips and I came from Chi- 

 cago, I think it was two years ago, 

 when we just started on a campaign 

 of national advertising. When we 

 went into the dining car of the Pulll- 

 man, Dr. Phillips said: "We will ask 

 some questions of the porter." "Have 

 you any honey? Is it good and 

 pure?" The porter said: "Yes, it is 

 pure, all right." 



We asked a good many questions 

 about that honey. He finally said: 

 "Sure, this honey is pure; I will have 

 the chef come in." 



I said to the chef: "Have you got 

 any other honey?" 



He said: "No. Is not this honey all 

 right? Why do you ask the ques- 

 tion?" 



I asked him: "Haven't you any 

 other honey?" 



"We might have," he replied, "but 

 nobody asks for any other." 



What was the reason for this? Be- 

 cause of our national campaign of ad- 

 vertising. It is because we adver- 



