Where are the Burma Shave Signs?

IF YOU

DON’T KNOW

WHOSE SIGNS

THESE ARE

YOU CAN’T HAVE

DRIVEN VERY FAR

BURMA-SHAVE

For many individuals in today’s world, the name Burma-Shave may draw a blank stare, yet for those who lived through the 1920s to the early 1960s, the mere mention of the brand is likely to conjure a wave of nostalgic memories and stories from a bygone era. These were the days of simpler travel, before interstate highways dominated the landscape, and quirky advertising held a unique charm. One of the most memorable advertising campaigns of this time was undoubtedly the Burma-Shave signs.

Burma-Shave was a brand of brushless shaving cream that graced the shelves and bathroom counters of America from 1925 to 1966. While the product itself was noteworthy, the company’s true claim to fame rested on its remarkably innovative advertising campaign. This campaign took the form of sequential rhymes, strategically placed along the nation’s roadways, offering a delightful diversion for travelers. Typically, six small, red-and-white signs were erected in a row, each spaced just far enough apart to be easily read from a passing car. The first five signs presented a line of verse, building anticipation, while the sixth and final sign delivered the punchline, invariably featuring the brand name: Burma-Shave.

While not the first brushless shaving cream ever manufactured, Burma-Shave distinguished itself by being the first to achieve widespread success. The story of its creation and the subsequent marketing genius behind it is a testament to American ingenuity and the power of a well-executed idea. The question many now ask is, "Where are the Burma Shave signs?"

The entrepreneurial spirit behind Burma-Shave belonged to Clinton Odell and his two sons, Leonard and Allan. Together, they established the Burma-Vita Company. Interestingly, the company’s initial product was not shaving cream but a liniment intended for medicinal purposes. This liniment, however, failed to generate significant profits. Driven by the desire to market a product that would be used daily and thus ensure consistent sales, the Odells sought a new venture.

A fortunate conversation with a wholesale drug company in Minneapolis, Minnesota, the company’s location, proved to be the turning point. The drug company informed Clinton Odell about Lloyd’s Euxesis, a British product that had the distinction of being the first brushless shaving cream ever made. However, Lloyd’s Euxesis suffered from poor quality, leaving a gap in the market for a superior product. Recognizing the potential, Clinton Odell hired a skilled chemist named Carl Noren and tasked him with developing a high-quality brushless shaving cream. After 43 attempts, the winning formula was finally achieved, and Burma-Shave was born. This product held the promise of convenience and comfort, a welcome alternative to the traditional shaving methods of the time.

The success of Burma-Shave wasn’t solely due to the quality of the product. A significant part of its widespread adoption came from its unique and memorable advertising. Allan Odell, one of Clinton’s sons, conceived the ingenious idea of using sequential signboards to promote the product. His inspiration came from observing roadside signs that directed travelers to gas stations, strategically placing signs in a sequence such as "Gas," "Oil," "Restrooms," and finally, an arrow pointing to the gas station itself.

Allan recognized the power of this approach in capturing and maintaining the driver’s attention. The sequential nature of the signs compelled people to read each one in the series, creating a sense of anticipation and engagement that a conventional billboard could never achieve. While his father, Clinton, was initially skeptical about the idea, Allan persisted, eventually securing a $200 investment to test his concept. Clinton was skeptical of his son’s marketing strategy. Would it work? Would the signs be effective? The questions plagued him.

In the fall of 1925, the first sets of Burma-Shave signs were erected along two highways leading out of Minneapolis. The results were immediate and dramatic. Sales in the area experienced a significant surge, validating Allan’s vision. The signs soon began to appear in other regions across the nation. The following year, Allan and his brother Leonard expanded the campaign, strategically placing more signs throughout Minnesota and Wisconsin. They allocated $25,000 annually to the sign program. Orders poured in, and sales for the year soared to an impressive $68,000.

The Burma-Shave sign series became a ubiquitous feature of the American landscape, appearing from 1925 to 1963 in all of the lower 48 states, with the exceptions of New Mexico, Arizona, Massachusetts, and Nevada. Four or five consecutive billboards, each painted in the iconic red and white, lined the highways, carefully spaced so that motorists could easily read them sequentially as they drove by. This was a crucial aspect of the campaign’s success, turning advertising into an engaging and interactive experience.

This innovative use of billboards proved to be a highly successful advertising gimmick. The rhyming verses, combined with the anticipation of the punchline, drew attention from passers-by, sparking curiosity and creating a memorable brand experience. Within a decade, Burma-Shave had risen to become the second most popular brand of shaving cream in the United States. The brand’s popularity was due, in no small part, to the quirky and engaging nature of the Burma-Shave signs.

Initially, the Odells themselves wrote the slogans for the signs. However, recognizing the potential for broader engagement and creativity, they soon launched an annual contest inviting the public to submit their own rhymes. The reward for winning entries was a $100 prize, a significant sum at the time. The contest proved to be immensely popular, with some years seeing over 50,000 entries flood in. This clever strategy not only provided a fresh source of creative content but also fostered a sense of community and brand loyalty among consumers.

At the height of their popularity, an estimated 7,000 Burma-Shave signs stretched across the American landscape. They became such an integral part of the travel experience that families eagerly anticipated spotting the rhyming signs along the roadway. The exclamation, "I see Burma-Shave signs!" became a common refrain during road trips, signaling a welcome diversion from the monotony of long journeys. As someone aptly put it, "No one could read just one." The Burma-Shave signs were more than just advertising; they were a cultural phenomenon.

By 1947, Burma-Shave sales had reached approximately 6 million, marking a peak in the brand’s success. However, the subsequent seven years saw sales stagnate and gradually begin to decline. Several factors contributed to this downturn, with urban growth playing a significant role. The Burma-Shave signs were primarily placed on rural highways, targeting drivers traveling at slower speeds. As urban areas expanded and highways became faster, the signs became less effective, often being overlooked by motorists speeding past.

In 1963, the Burma-Vita Company was sold to Gillette, which was subsequently acquired by American Safety Razor and Phillip Morris. The new corporate owners, accustomed to more conventional advertising methods, viewed the rhyming verses as silly and outdated. In their pursuit of progress, they decided to discontinue the sign campaign, marking the end of an era and the loss of one of America’s most beloved vintage icons. This signaled the beginning of the end for the Burma-Shave signs.

By 1966, every last Burma-Shave sign had disappeared from America’s highways. A few sets found their way into museums, including a couple of sets donated to the Smithsonian Institution, ensuring that future generations could appreciate this unique piece of advertising history.

Here are two examples of rhymes that were featured on the Burma-Shave signs:

Shaving brushes

You’ll soon see ‘em

On a shelf

In some museum

Burma-Shave

Within this vale

of toil

and sin

your head grows bald

but not your chin – use

Burma-Shave

Clinton Odell, the company’s founder, passed away in 1958. Allan Odell, the creative mind behind the sign idea, died in 1994, and his brother Leonard in 1991. Their legacy, however, lives on in the memories of those who experienced the Burma-Shave signs firsthand.

Philip Morris sold the Burma-Shave brand to the American Safety Razor Company in 1968. However, the name remained dormant for several years. In 1997, the brand was reintroduced for a line of shaving cream, razors, and accessories. Ironically, while the original Burma-Shave was a brushless shaving cream, the name is now used to market soap and shaving brush sets, representing a full circle in the brand’s history.

In recent years, replicas of the Burma-Shave signs have been erected along Route 66 in Arizona, offering a nostalgic glimpse into the past for travelers along this iconic American highway. These replicas serve as a reminder of a simpler time and a testament to the enduring appeal of the Burma-Shave signs. The Burma-Shave signs were truly a unique piece of Americana.