Saturday, January 21, 2017

Steeped In History: Sign, sign, everywhere a sign!

Sir Thomas Lipton (1848 – 1931) was a successful merchant with a chain of grocery shops throughout the UK. He became successful by “selling the best goods at the cheapest prices”. Around 1890, tea was in high demand, and so, Thomas decided to get into the tea-trading business and focus on selling to the working middle class. He promised them good quality tea at prices they could afford. He managed this by purchasing tea gardens in Ceylon, present day Sri Lanka, thereby cutting out the middleman. He also created his very own brand of tea that was distributed throughout Europe and the USA, which is still available to consumers all around the world to this day.

Lipton established his empire with his innovative spirit. He used the power of marketing by creating print ads with bold text, slogans, and graphics. He truly was a master at advertising. I actually have a Diploma in Advertising Design. Yes, I am a woman of many talents! I’m no expert, but from what I’ve seen of Lipton’s earlier print ads, they are contrary to what I learned in school. My classmates and I were constantly reminded of the concept of K.I.S.S. That is, KEEP IT SIMPLE STUPID. Regardless, I think Lipton’s chaotic ads are pretty interesting. Have a look for yourself. Maybe they’ll even entice you to make a purchase!

























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