How an Advertiser Invented the Most Popular Breakfast Drink in America

"Advertising is the art of creating a new want." - Albert Lasker

In the 1900s, Californian orange growers faced a significant issue — increasing production of oranges and not enough demand for their produce. Americans were simply not buying enough oranges, leading to the growers chopping down orange trees until Albert Lasker revolutionized oranges, American breakfasts, and the advertising industry forever.

The Real-life Mad Man 

Albert Lasker was born in Germany in 1880 and moved to Chicago when he turned 18 to work for his father's business acquaintances' advertising agency, Lord & Thomas. Back in the day, ad agencies were just middlemen, brokering spaces in newspapers and magazines. There wasn't much room for creative flair, but everything was about to change with the arrival of Lasker.

His first gig might not have been what he imagined as he started off sweeping floors at Lord & Thomas. Soon, people noticed that the young lad sweeping floors had more to offer. 

Lasker wasn't your typical advertiser; he was a trailblazer, a visionary who left an indelible mark on American culture. He fearlessly challenged societal norms by selling Lucky Strike Cigarettes to women when smoking was seen as unladylike. He introduced sex education to high schools while making Kotex tampons a sensation among young women, forever altering the course of history. 

Fourteen years after sweeping off the dust, he climbed up the ladder to eventually own Lord & Thomas. 

The Invention of Orange Juice 

Let's circle back to the beginning of the story. In 1907, the American Fruit Growers Exchange approached Albert Lasker about their problem; he decided to solve it by introducing a revolutionary new way to consume oranges — producing orange juice. 

This might seem like a no-brainer to us today, but "drinking' orange wasn't really a thing back then. Lasker made an eye-opening discovery – to fill a glass with fresh orange juice, you needed not one, not two, but 2-3 oranges. That was three times more than what most Americans were consuming.

Once Lasker had his brilliant realization, he wasted no time taking action. The first step was to unite the California growers under a single: Sunkist. He was determined to revolutionize how people saw oranges, making orange juice a household favourite. 

His contribution to this discovery did not end with ideation alone. He went on to design and manufacture orange juice extractors and sold them for 10 cents a piece along with a bunch of oranges. This was the inception of the "Drink an Orange" campaign, one of the most groundbreaking campaigns to date. 

Sunkist wasn't just asking Americans to juice their oranges; it was selling juicers to ensure people were actually doing it. Today, an American breakfast is incomplete without orange juice, all thanks to a shrewd adman who knew how to sell oranges. 

How To Sell Like Lasker? 

Lasker's impact on pop culture and modern advertising is nothing short of astounding. He has been instrumental in developing exceptional advertising campaigns for some of the biggest brands we know and love. From iconic ads to unforgettable slogans, Lasker's contributions have left an enduring mark on the very fabric of the advertising world. 

But What Can Advertisers Learn From This?

Lasker was a master of creativity, weaving captivating campaigns and eye-catching ads that tugged at emotions. Yet, amidst all the artistic brilliance, he remained steadfast in his marketing mission: to drive product sales.

In advertising, Lasker's tactics were a testament to the art of selling. From sex education to the portrayal of cigarettes as a diet fad and the push for orange juice, everything had a singular purpose – to sell tampons, cigarettes, and oranges— a profound reminder for all advertisers that creativity is only as impactful as its ability to drive sales.

Lasker didn't settle for ordinary, and neither should you. Explore the hidden potential of your product, flip it upside down, and see what happens. Who knew a simple orange could turn into a marketing marvel? 

Ready to think outside the box? Let’s craft campaigns that stand the test of time—reach out today!