The story of the breast badge that changed the history of advertising
In 1893, the largest World's Fair of its time was held in Chicago, USA. Hundreds of brands from all over the world had come to showcase their latest inventions in food processing machines, foods, and products. But amidst all the excitement, there was a small booth that no one visited: the booth of the fledgling Heinz company. The company's director, Henry Heinz, was a man who didn't like noise. He believed that to be seen, you didn't have to shout, you just had to make people follow you. When he saw that no one entered his booth, he thought all night long about what he could do to attract people's attention. Until he looked out the window of his apartment building at a store selling pickles. It was here that the big spark in his mind was lit: He decided to make a small badge in the shape of a green cucumber. The next morning, thousands of green metal badges with gold lettering reading “Heinz – 57 Varieties” were ready. Heinz told his staff: “Everyone who visits...