so are going to start with something called uneeda biscuit. you need a biscuit. wouldn't you like a biscuit? i have said this name three times now. you get the idea. the name part of the idea. it's produced by the national biscuit company, what today we call nabisco, at the turn of the century. in 1898, rightd at the end of the 19th century. and they do a couple things we've talked about. one is they developed distinctive packaging. the biscuits are kind of like soda crackers, not biscuits as we would call them today. they are all packaged inside in a trademarked inner seal. and at the side you get this red trademark, which is nabisco's trademark. all the uneeda biscuit campaigns also feature this kid in the yellow rain coat with his hat and rain boots. what that has too do with biscuits, i can't explain to you , but he's everywhere. it was a totally new product, and it was not available on the market before. it was introduced at the end of the century and it was the first million-dollar advertising campaign in the country. it's a big gamble on nabisco's part. an

they would go out and painted the sides of barns with the uneeda biscuit slogan. or this is a slate kids would bring to school and do math problems on and you would get this for free if you sent in their labels they would send stickpins and cufflinks to merchants to give away. so the idea is their logeoff is on all kinds of merchandising that has information to two with with crackers. they would have their salesmen visit country stores and paint signs for the businesses. this is an example on the side of a building. i took this on seventh and indiana right north of the natd archives. it's still there. uneedar. biscuit is everywhere at the turn of the century the and it's hugely successful. sales go through the roof. in fact it's so successful that people try imitate it but they don't imitate it well. they don't figure oit -- out why this works. they think the only reason u needa biscuit is successful is because of the name. and that's not it. here are some failed imitators. a beer and it'sagood soup. ule these fail. it's not just name, it'sing the marketing that g