KNOWLEDGE IN A BOX: HOW MUNDANE THINGS SHAPE KNOWLEDGE PRODUCTION Kavala, Greece, 26‐29 July 2012 Municipal Tobacco Warehouse‐Tobacco Worker Square (Dimotiki Kapnapothiki‐Plateia Kapnergati) Organizing committee: Susanne Bauer, Goethe University Frankfurt, Germany Maria Rentetzi, National Technical University of Athens, Athens, Greece Martina Schlünder, Max Planck Institute for the History of Science, Berlin, Germany Local contact : Maria Rentetzi, email:
[email protected] 1 Basford, Jenny University of York, UK
[email protected] ‘If the package is right, the pills are right’1: Branded Medicines, 1650‐1900 Between 1650 and 1900, medicines were packaged in many ways: glass bottles, ceramic pots, paper twists and card boxes. Deemed the first ‘brand name’ product, the marketing of proprietary medicines in this period has been the focus of extensive research. The successful branding of medicines was achieved not only through advertising, however, but also in the physical character of pharmaceutical packaging. Proprietorial identities were constructed through this branding. Containers were covered in proprietorial and state marks, crucial in reassuring consumers of their efficacy and safety. Bottles were embossed; pots transfer‐printed; labels pasted on boxes; and seals fastened paper sachets. Labels and wrappers bearing pictorial devices and signatures encased generic containers. The packaging itself (perhaps a uniquely shaped or coloured bottle) could also form part of the brand identity, all of which helped consumers differentiate between similar products and identify ‘authentic’ medicines. In the absence of institutional regulatory presence of medical provision, consumers negotiated the minefield of healthcare products independently, and so interpreted proprietorial branding as a measure of the manufacturer or vendor’s trustworthiness.