Category:
Business

SHT and SCAT

In his 1983 book Big Business Blunders: Mistakes in Multinational Marketing, David Ricks tells the following story:

A Japanese steel firm, Sumitomo, recently introduced its specialty steel pipe into the U.S. market. Sumitomo used a Tokyo-based, Japanese agency to help develop its advertisements. The steel was named "Sumitomo High Toughness," and the name was promoted by the acronym SHT in bold letters. So bold, in fact, that the full-page ads run in trade journals were three fourths filled with SHT. Located at the bottom of the page was a short message which ended with the claim that the product was "made to match its name." It simply cannot be overemphasized that local input is vital.

I've been able to find ads for SHT, such as the one below, but none exactly like the one that Ricks describes. Which doesn't mean the ad doesn't exist. Just that it isn't in any journals archived online.

Ocean Industry - July 1984



However, among the ads for SHT that I was able to find, I found one that actually improves (and possibly complicates) Ricks's story. Because it turns out that Sumitomo had another product, Sumitomo Calcium Treatment, that it abbreviated as SCAT.

Once I could accept as an honest mistake, but coming up with scatalogical abbreviations twice seems intentional. I'm guessing either someone at Sumitomo thought it was funny, or someone at the Japanese agency was having a joke at their expense.

Ocean Industry - March 1980

Posted By: Alex - Sun Nov 27, 2022 - Comments (1)
Category: Business, Products, Odd Names, Excrement, 1980s

Harley-Davidson Perfume

Classic business failure: "Hot Road," an eau de toilette released by Harley-Davidson in the mid-1990s and quietly discontinued a year or two later. It wasn't exactly an "on brand" product.

More info: Milwaukee Magazine



image source: parfumo.net

Posted By: Alex - Sun Sep 18, 2022 - Comments (0)
Category: Business, Products, Success & Failure, 1990s, Perfume and Cologne and Other Scents

A Touch of Magic

Posted By: Paul - Fri Jul 01, 2022 - Comments (1)
Category: Business, Advertising, Cryptozoology, Surrealism, 1960s, Dance, Cars

Follies of the Madmen #529

Synesthesia in advertising.



Source.

Posted By: Paul - Thu Apr 07, 2022 - Comments (1)
Category: Business, Advertising, Fey, Twee, Whimsical, Naive and Sadsack, Children, Cereal, 1900s

Follies of the Madmen #526

Are these supposed to be 18-year-old coeds at university? If so, why do they look 45?

From the SATURDAY EVENING POST for 1/14/1961.

Posted By: Paul - Thu Feb 17, 2022 - Comments (8)
Category: Business, Advertising, Stereotypes and Cliches, Soda, Pop, Soft Drinks and other Non-Alcoholic Beverages, 1960s, Women

Fingos

A classic business failure. In the early 1990s, the marketing team at General Mills came up with the idea of a cereal that could be eaten without milk any time of day. Despite spending millions to promote it, hardly anyone bought the stuff.

From Wikipedia:

The cereal pieces were shaped as hexagons and were advertised as food that could be eaten at any time of the day... Consumers were confused by the marketing concept when Fingos were released due to it being advertised as a snack despite being in the cereal section. Fingos were unsuccessful and were discontinued in 1994.

As the Gone But Not Forgotten Groceries blog notes: "All cereals can be eaten by hand if you don't add milk."

Posted By: Alex - Tue Feb 08, 2022 - Comments (2)
Category: Business, Cereal, 1990s

Follies of the Madmen #520

I have never thought of a percolator as sexy before, but I guess I was misguided...



Source.

Posted By: Paul - Mon Nov 22, 2021 - Comments (1)
Category: Business, Advertising, Domestic, Appliances, Magazines, Sex Symbols, 1970s

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