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Title: History/By Topic/Social History/Pop Culture/Burma-Shave - The Burma-Shave Legend The story and signs, presented by the Iowa Lincoln Highway Association.
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The Burma-Shave Legend

The Burma-ShaveLegend

redLine.gif (1096 bytes) Current Burma-Shave Products. BURMA SHAVE IS BACK!!These are the current Burma-Shave products on the market, for sale at Wal-Martand other discount department stores.  There's been little advertising for thecurrent crop of Burma-Shave products, and you have to wonder if the AmericanSafety Razor Company is really committed to a rigorous marketing campaign. Get yours while you can.Read the New York Times story below to learn about itsre-introduction.redLine.gif (1096 bytes)I promise to read this later.  First, let's see those signs!  redLine.gif (1096 bytes) Burma-ShaveRhymes are Reborn for TVby Stuart Elliot(excerpted from the July 8, 1997 issue of The New York Times)Burma-Shave, a bygone brand that is as warmly recalled for itsadvertising as its attributes, is being reintroduced with a campaign that seeks to strikea contemporary note while evoking nostalgia for an era of two-lane highways,35-mile-an-hour speed limits and signs that are still fondly remembered as the "verseby the side of the road."The American Safety Razor Company, which has soldBurma-Shave shaving cream only sporadically for the last three decades, and lastadvertised the brand in 1977, plans a television campaign, scheduled to begin this week,that will herald the arrival in stores of an expanded line of Burma-Shave products fromshaving cream and after-shave to razors and blades.A 30-second commercial, which will run on national cable networks,features an updated version of the once-omnipresent Burma-Shave rhyming roadside signs.Those miniature red-and-white billboards helped the brand become a popular-culture icon.The signs, which sprouted along roads (mostly rural) from 1925 to1964, reached their peak in the early 1950s, when 7000 sets were on display in 45 states.The Burma-Shave phenomenon was even celebrated in a book, Verse by the Side of theRoad: The Story of Burma-Shave Signs and Jingles.The revival efforts for Burma-Shave are indicative of attempts bymarketers of products that bear valuable and venerable trademarks to reach today'sconsumers by revamping yesterday's sales pitches. For example, the Borden FoodsCorporation unit has redesigned - for the first time since the 1970s - the ad charactersSailor Jack and Bingo, the boy and dog featured for 80 years on packages of Cracker Jacksnacks. And the Chiquita Brands Company is sponsoring a contest to write new lyrics forthe Chiquita Banana jingle, which a singing banana introduced to radio audiences in 1944."Burma-Shave occupies a unique place in the minds and heartsof many Americans," said James V. Heim, senior vice president for consumer andpersonal products at American Safety Razor in Verona, Virginia, which also sells Personnarazor blades and shaving items sold under store-brand names. "But you've also got tomeet the market demand" of contemporary consumers, Mr. Heim said, adding that in thiscase, "the product has got to perform like new, offering technology like a Schick orone of our private-label products."That is why the reintroduced Burma-Shave items carry promises onthe packages of "21st century technology" along with a stated goal to"return Burma-Shave to its proper place on the American face." Mixed in amongexamples of the old jingles and evocations of "legendary quality" are phraseslike "environmentally friendly"; the after-shave is billed as a skin conditionerthat contains "sun protection ingredients."In working on the campaign, executives decided to concentrate onmaking Burma-Shave stand for high-quality shaving products, among men ages 45 and above -in other words, those who may recall seeing the signs when as children or teenagers theytraveled with their parents in the 1940s or 1950s.So the commercial features a man in his mid-50s, driving a 1958Chevrolet Corvette. Next to him is a woman who is "about 46," said Mr. Heim ofAmerican Safety Razor. The husband and wife are driving along a picturesque road thatwinds along a seashore. After they glimpse a modern-day version of a set of Burma-Shavesigns, the viewer sees the car parked, with the doors open, and the couple gone -presumable to smooch somewhere on the sand. You don't have a care You don't have a worry You reached a point Where you don't Have to hurry Burma-ShaveThe idea of the style of the original signs, which were initiallycreated by Allan G. Odell. He was the son of the founder of the first maker ofBurma-Shave, Burma-Vita.The signs delighted motorists with their wry, winsome way ofpeddling Burma-Shave in rhymed couplets. They appeared in clusters of six, spaced 100 feetapart on straight stretches of road. Each of the first five signs carried a line of thejingle; the punch line or payoff was usually on sign No. 5. Take the sign that GraceOdell, wife of Mr. Odell, who died in 1990, called his favorite: Within this vale Of toil And sin Your head grows bald But not your chin Burma-ShaveThe growth of the interstate highway system, with its faster speed limits,doomed the Burma-Shave signs on back roads to oblivion. Burma-Vita was sold in 1963 towhat is now the Philip Morris Companies and absorbed by that giantcompany's American Safety Razor division. A year later, the signs came down. Philip Morrissold the division to an investor group in 1977.American Safety Razor plans to spend about $1.5 million on the revival campaignthrough the end of the year, Mr. Heim said, adding that the commercials would run on CNNand ESPN.TOP
 

The

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The Burma-Shave Legend 2008 October

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