At the end of my post on the Sanitary Fair in Brooklyn to raise funds for Union Army soldiers, I highlighted an advertisement from the B.T. Babbitt company, and noted that one of their all-text ad felt as if it could have been written today. It offered free shipping for certain orders and promised a donation to charity with every purchase. Those features, plus the wording made me think that this B.T. Babbitt company was a small operation, maybe even a huckster. I was wrong.
It didn’t take long to find out that that Benjamin T. Babbitt was a big deal: he held numerous patents, his company was an innovator in advertising, the company had multiple factories and multiple product lines, including a 300,000 sq. ft. (27,870 sq. m) factory in Lower Manhattan.
The B.T. Babbitt company was a pioneer in advertising and marketing, perhaps the first to use retail premiums to sell products in America, as they gave away free lithographic prints with purchase of baking soda . Some of the marketing items that survive are advertising cards: one side typically shows a cute child or two, sometimes a pet, and always a box of B.T. Babbitt soap; the other side has text that praises the soap and its proprietor Mr. Babbitt. For example:
“Full of hope with Babbitt’s soap…Call on B.T. Babbitt if you would know how joyous life is beyond the clouds…”
“Behold! you washing world; the soap, / That lightens labor, brightens hope, / Begrudge to worthless wares your dimes, / And order BABBITT’S BEST betimes”