Burma-shave was a product of the Odell
family. It was Allan Odell who suggested
roadside advertising. His
father, Clinton Odell, finally gave him a
budget of $200 to buy
second-hand boards (
cut into 36-inch lengths) and
paint. He put up his first signs in a farmer's field along Route 35, between Albert Lea and
Minneapolis,
Minnesota in
1925. After about a dozen sets of signs, orders started pouring in. Early signs did not rhyme:
SHAVE THE MODERN WAY
FINE FOR THE SKIN
DRUGGISTS HAVE IT
BURMA-SHAVE
The signs were meant to be read consecutively from an automobile, and placed on posts 100 paces apart. (Later, as cars got faster, the distance had to be increased)
HER CHARIOT RACED
AT EIGHTY PER
THEY HAULED AWAY
WHAT HAD BEN HUR
BURMA-SHAVE
A CHIN WHERE
BARBED WIRE BRISTLES STAND
IS BOUND TO BE
A NO MA'AMS LAND
BURMA-SHAVE
Customers were encouraged to submit rhymes of their own. If a jingle was chosen, the author received US$100 from the Odell family. Over the years, 7000 sets of verses were posted along highways in 45 states.
IF YOU DON'T KNOW
WHOSE SIGNS THESE ARE
YOU CAN'T HAVE
DRIVEN VERY FAR
BURMA-SHAVE
The Odell Family sold their company to Philip Morris, Inc. in 1963, operated under its American Safety Razor Products division. The new owners decided that television was a more effective advertising medium than roadside signage, and discontinued the signs.
BE A MODERN
PAUL REVERE
SPREAD THE NEWS
FROM EAR TO EAR
BURMA-SHAVE
Source: Grant's Tribute to the Burma-Shave Sign. http://grantmcl.tripod.com/burmashave.html (Accessed October 4, 2000)