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Burma-Shave Signs Along Illinois Route 66 The Living History of Illinois and Chicago Community Living History of Illinois and Chicago – Facebook Group. Living History of Illinois and Chicago – Google+ Community. Living History of Illinois Gazette - The Free Digital Illinois Daily Newspaper. Illinois History Store – Unique Illinois and Chicago products. Burma-Shave History and Signs along Illinois Highways Burma-Shave was a brand of brushless shaving cream that was sold from 1925 to 1966. The company was notable for its innovative advertising campaign, which included rhymes posted all along the nation’s roadways. Typically, six signs were erected, with each of the first five containing a line of verse, and the sixth displaying the brand name. Burma-Shave was the second brushless shaving cream to be manufactured and the first one to become a success. The product was sold by Clinton Odell and his sons Leonard and Allan, who formed the Burma-Vita Company, named for a liniment that was the company's first product. The Odells were not making money on Burma-Vita, and wanted to sell a product that people would use daily. A wholesale drug company in Minneapolis, Minnesota, where the company was located, told Clinton Odell about Lloyd's Euxesis, a British product that was the first brushless shaving cream made, but which was of poor quality. Clinton Odell hired a chemist named Carl Noren to produce a quality shaving cream and after 43 attempts, Burma-Shave was born. To market Burma-Shave, Allan Odell devised the concept of sequential signboards to sell the product. Allan Odell recalled one time when he noticed signs saying Gas, Oil, Restrooms, and finally a sign pointing to a roadside gas station. The signs compelled people to read each one in the series, and would hold the driver's attention much longer than a conventional billboard. Though Allan’s father, Clinton, wasn’t crazy about the idea he eventually gave Allan $200 ($2,630 in today’s dollars) to give it a try. In the fall of 1925, the first sets of Burma-Shave signs were erected on two highways leading out of Minneapolis. Sales rose dramatically in the area, and the signs soon appeared nationwide. The next year, Allan and his brother Leonard set up more signs, spreading across Minnesota and into Wisconsin, spending $25,000 ($325,453 in today’s dollars) that year on signs. Orders poured in, and sales for the year hit $68,000 ($885,234 in today’s dollars). Burma-Shave sign series appeared from 1925 to 1963 in all of the lower 48 states except for New Mexico, Arizona, Massachusetts, and Nevada. Four or five consecutive billboards would line highways, so they could be read sequentially by motorists driving by. This use of the billboards was a highly successful advertising gimmick, drawing attention to passers-by who were curious to discover the punch 1 The Living History of Illinois and Chicago Community Living History of Illinois and Chicago – Facebook Group. Living History of Illinois and Chicago – Google+ Community. Living History of Illinois Gazette - The Free Digital Illinois Daily Newspaper. Illinois History Store – Unique Illinois and Chicago products. line. Within a decade, Burma-Shave was the second most popular brand of shaving cream in the United States. The first sets of slogans were written by the Odells; however, they soon started an annual contest for people to submit the rhymes. With winners receiving a $100 prize, some contests received over 50,000 entries. Burma Shave Sign at their height of popularity there were 7,000 Burma-Shave signs stretching across America. They became such an icon to these early day travelers that families eagerly anticipated seeing the rhyming signs along the roadway, with someone in the car excitedly proclaiming, "I see Burma-Shave signs!” Breaking up the monotony of long trips, someone once said, "No one could read just one." Burma-Shave sales rose to about 6 million ($61,767,329 in today’s dollars) by 1947, at which time sales stagnated for the next seven years, and then gradually began to fall. Various reasons caused sales to fall, the primary one being urban growth. Typically, Burma-Shave signs were posted on rural highways and higher speed limits caused the signs to be ignored. Subsequently, the Burma-Vita Company was sold to Gillette in 1963, which in turn became part of American Safety Razor, and Phillip Morris. The huge conglomerate decided the verses were a silly idea and one of America’s vintage icons was lost to progress. By 1966, every last sign disappeared from America's highways. A very few ended up in museums, including a couple of sets that were donated to the Smithsonian Institution. Clinton Odell, founder of the company, died in 1958. Allan Odell, who came up with the sign idea, passed away in 1994 and his brother Leonard in 1991. Philip Morris sold the Burma-Shave brand name to American Safety Razor Company in 1968, but the name remained dormant until 1997, when it was reintroduced for a line of shaving cream, razors, and accessories. 2 The Living History of Illinois and Chicago Community Living History of Illinois and Chicago – Facebook Group. Living History of Illinois and Chicago – Google+ Community. Living History of Illinois Gazette - The Free Digital Illinois Daily Newspaper. Illinois History Store – Unique Illinois and Chicago products. EACH LINE WAS A SEPARATE SIGN, IN SEQUENTIAL ORDER, IN THE DIRECTION YOU WERE DRIVING. Shave the modern way Holler Takes the "H" out of shave Shaving brushes No brush Half a pound for Makes it save You'll soon see 'em No lather Half a dollar Saves complexion Way down east No rub-in Oh boy! Saves time & money In some Big tube 35 cents drug stores Shaving joy No brush no lather Museum Burma-Shave Complexion save Burma-Shave Burma-Shave Burma-Shave Goodbye! shaving brush Five One of the great discoveries Half a pound for Shave the modern way Hundred Goodbye! shaving brush Half a dollar Wash the face Thousand Old men look younger Very fine for the skin Apply with fingers Men Young men look handsomer Druggists have it Shave Use Very fine for the skin Cheer up face the war is over Big tube 35 cents Burma-Shave Burma-Shave Burma-Shave Burma-Shave Cheer up face Free--free "At ease," she said No pushee The war is past A trip "Maneuvers begin No pully The "h" is out To Mars When you get Smooth shavy Of shave For 900 Those whiskers Feel bully At last Empty jars Off your chin" Burma-Shave Burma-Shave Burma-Shave Burma-Shave Said Juliet Half a pound A Christmas hug Substitutes To Romeo For A birthday kiss Like unseen barter If you Half a dollar Awaits Often make one Won't shave At the drug store The woman Sad Go homeo Simply holler Who gives this But smarter Burma-Shave Burma-Shave Burma-Shave Burma-Shave Why does a chicken Shaving brushes Try a tube Drinking drivers Cross the street? You'll soon see 'em Its cooling 3 The Living History of Illinois and Chicago Community Living History of Illinois and Chicago – Facebook Group. Living History of Illinois and Chicago – Google+ Community. Living History of Illinois Gazette - The Free Digital Illinois Daily Newspaper. Illinois History Store – Unique Illinois and Chicago products. Enhance their She sees a guy On the shelf Power Chance She'd like to meet In some Refreshes like To highball home He uses Museum An April shower In an ambulance Burma-Shave Burma-Shave Burma-Shave Burma-Shave Uncle Rube Six One shave lasts The big blue tube's Buys tube Hundred All day through Just like Louise One week Thousand Face feels You get Looks sleek Men Cool and A thrill Like sheik Use Smoother too From every squeeze Burma-Shave Burma-Shave Burma-Shave Burma-Shave It's a good 1880 A.D. Every shaver The monkey took Old Spanish custom Straight razor and Now can snore One look at Jim Take your mug Shaving soap Six more minutes And threw the peanuts And brush 1930 A.D. Than before Back at him And bust 'em Safety razor and By using He needed Burma-Shave Burma-Shave Burma-Shave Burma-Shave No matter how The 50 cent jar Your shaving brush Substitutes You slice it So large Has had its day Can let you down It's still your face By heck So why not Quicker Be humane Even the Scotch Shave the modern way Than a Use Now shave the neck With Strapless gown Burma-Shave Burma-Shave Burma-Shave Burma-Shave Hello druggist Are your whiskers Two For shaving comfort I don't mean maybe When you wake Hundred Without Yes Tougher than Thousand A sting Sir! A two-bit steak? Men That big blue tube That's the baby Try Use Has everything Burma-Shave Burma-Shave Burma-Shave Burma-Shave Half a pound Modern man Half a pound 6 million housewives For Spreads it on For Can't be wrong Half a buck Pats it in Half a dollar Who keep Come on shavers Shaves it off Spread on thin Their husbands You're in luck See him grin Above the collar Right along in Burma-Shave Burma-Shave Burma-Shave Burma-Shave Substitutes Buy a tube One pound 85 cents We're widely read Can do Use it one week Half pound 50 cents And often quoted More harm If you then want Big tube 35 cents But it's shaves Than city fellers Your money back Don't put it off Not signs On a farm Send us the tube Put it on For which we're noted Burma-Shave Burma-Shave Burma-Shave Burma-Shave Pat's bristles Hinky-dinky Does your husband Men who Scratched Parley voo Misbehave Have to Bridget's nose Cheer up the face Grunt and grumble Travel light That's when The war Rant and rave Find the 35 cent tube Her wild irish rose Is thru Shoot the brute some Just right Burma-Shave Burma-Shave Burma-Shave Burma-Shave The hobo Eight Shaving brushes It gave Lets his Hundred Such a bother McDonald Whiskers sprout Thousand Burma-Shave That needed charm It's trains--not girls Men Looks good 4 The Living History of Illinois and Chicago Community Living History of Illinois and Chicago – Facebook Group.
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