Gather ’round, kids, it’s time for a story…2017 style!
It may be one of the most hackneyed phrases in our culture, spouted off when someone hands over a 6-pack of beer or the topic of herpes comes up: Yep, It’s the gift that keeps on giving!
But where did this slogan come from? It’s a new year and Aunt Mary is in a giving mood, so let’s roll!
“The gift that keeps on giving” was first seen as a tagline in a print ad for Victor “talking machines” (AKA Victrola or Phonograph) in 1925 and was registered as a trademark in 1927.
Victor was the leader in the emerging home-entertainment business from its incorporation in 1901. Not only did Victor make the machines that play music, it also sold the records that were made through a proprietary technique. Additionally, Victor made exclusive deals with the most famous musicians pressing special “Red Seal” albums. Not only did this improve sales, but it also created a “third party endorsement” hinting that the musicians trusted Victor alone to record their music with quality and high standards.
RCA bought controlling interest in Victor in 1926 and continued using the slogan in advertisements for radios and record players for decades after.
The tagline has since been used in dozens of campaigns, including ads for blood and organ donation and subscriptions to Sports Illustrated Magazine.
Be sure to contact me with suggestions or questions. Let me know about your favorite and least ads!