Branding

An interesting Marketing Story

Dr. Charles Browne Fleet created ChapStick in 1889. His early ads read “People who go out for recreation in July will become sunburned, more or less. They will please remember that ChapStick is the quickest and best remedy for it.” He was a gifted chemist, but never would have made on Madison Avenue.

Twenty-three years later, he sold his recipe for $5, to local business man John Morton. Morton and his wife spent 7 years mixing the product in their home kitchen and  turned ChapStick into the successful brand it is today, generating $110 million a year.

Frank Wright Jr., designed the ChapStick logo, still in use, for a fee of $15.

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