Thrift Store Find 8

Okay, I’m pretty excited to share this one, and Megan thinks I’m silly for posting this, but today’s awesome thrift store find exemplifies the learning curve on 1950’s branding ideas.

Back in the day, if a company wanted to make itself known, it would make a product with its name on it in whatever product was the trend. For example, Kellogg’s would get its name out there by offering uranium glass measuring cups with their logo on it, even though Kellogg’s doesn’t sell uranium glass or measuring cups.

Coincidently, that’s why we have Wrigley’s gum. They were originally an incentive product to buy the other Wrigley’s items, such as soap and baking soda, but the gum was more popular than the actual product.

Then we find this thing, just after the end of WW2. Behold, the Kitchamajig:


Now, what’s this got to do with branding? Take a closer look, my friends:


That’s right, it’s its own advertisement. Some marketing genius said “why don’t we just fill up that blank space by telling people what it does?” No incentive product or unrelated product here, just a very permanent addition to an adaptable tool that lets everyone know just what it’s capable of.

Three dollars well spent, my friends.

Megan and I love these implements from the bygone decades of the 30s, 40s, and 50s. They’re solid (more solid than many modern implements. Ask me about a certain pastry cutter), they’ve obviously survived any number of dishes and cooking techniques, but they’re still giving some thought to how this is going to look propped in that bucket that contains all the cooking tools.

So, what did I do with this new-found treasure of culinary creation? I strained Gulab Jamun from the fryer. It’s also survived a thick pancake batter from a 1950’s cookbook, plus mixed up a delicious blackberry frozen yogurt.


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