In an era before digital billboards and internet pop-ups, one advertising campaign captured the attention and imagination of American motorists like no other: Burma-Shave. From the mid-1920s to the mid-1960s, these distinctive sequential signs became an indelible part of the cross-country driving experience, turning mundane highway stretches into a delightful game of anticipation. For those who cruised the nation’s roadways during this golden age of the automobile, the sight of a Burma-Shave series promised a witty rhyme and a clever pitch for a revolutionary brushless shaving cream.
While today’s generation may be largely unfamiliar with Burma-Shave, its legacy as a pioneering force in roadside advertising and a beloved piece of Americana remains strong. The cleverness of the campaign wasn’t just in its catchy verses, but in its ability to engage drivers and passengers, making long journeys more entertaining and memorable.
The Genesis of a Revolutionary Shaving Cream
The story of Burma-Shave begins with the Burma-Vita Company, founded by Clinton Odell and his sons, Leonard and Allan. Based in Minneapolis, Minnesota, the company initially struggled with its first product, Burma-Vita, a liniment that failed to gain significant traction. Recognizing the need for a daily-use consumer product, the Odells sought a new direction. Clinton Odell learned about Lloyd’s Euxesis, a British brushless shaving cream of poor quality, which sparked an idea.
Clinton Odell subsequently hired chemist Carl Noren, tasking him with developing a superior brushless shaving cream. After 43 meticulous attempts, a high-quality formula was perfected, and thus, Burma-Shave was born. This new product promised a smooth shave without the need for a brush, offering convenience to the modern man.
Allan Odell’s Ingenious Advertising Vision
With a quality product in hand, the next challenge was effective marketing. Allan Odell, inspired by roadside signs he’d seen for gas stations – a series of simple messages leading to a final destination – conceived a revolutionary advertising strategy. He envisioned a series of small, consecutive billboards, each displaying a line of a poem or rhyme, with the final sign revealing the product name: Burma-Shave. This innovative approach was designed to capture and hold a driver’s attention far longer than a conventional billboard, compelling them to read each sign in sequence to discover the punchline.
Initially, Clinton Odell was hesitant, finding the idea peculiar. However, Allan’s persistence paid off, and he was given $200 to test his concept. This small investment would soon revolutionize outdoor advertising and propel the Burma-Vita Company to national recognition.
From Local Highways to National Icon
In the fall of 1925, the first sets of Burma-Shave signs were installed on two highways leading out of Minneapolis. The impact was almost immediate. Sales in the area surged dramatically, proving Allan Odell’s unconventional advertising method was a stroke of genius. Encouraged by this success, Allan and his brother Leonard expanded the campaign the following year, erecting more signs across Minnesota and Wisconsin, investing $25,000 annually into the effort. Orders for the shaving cream poured in, pushing annual sales to an impressive $68,000.
By 1963, Burma-Shave sign series had become a ubiquitous sight across 44 of the lower 48 states, notably absent only in New Mexico, Arizona, Massachusetts, and Nevada. Typically, four or five consecutive billboards, spaced just far enough apart, allowed motorists to read each line sequentially as they drove by. This clever use of the roadside landscape transformed highway travel into an interactive experience, making the brand a household name.
A Beloved Cultural Phenomenon
The rhyming slogans quickly evolved into a cultural phenomenon. While the Odell family composed the initial verses, the company soon launched an annual contest, inviting the public to submit their own rhymes. With a enticing $100 prize for winning entries, these contests often attracted over 50,000 submissions, further cementing Burma-Shave’s place in the public consciousness and ensuring a fresh supply of creative, memorable jingles. This engagement fostered a unique bond between the brand and its consumers.
At its peak, approximately 7,000 Burma-Shave sign sets graced America’s highways. They became an anticipated landmark for early-day travelers, especially families on long road trips. The excitement of spotting the first sign in a series, and then collectively reading each subsequent line, broke the monotony of travel. As one admirer famously said, “No one could read just one.” Within a decade of its inception, Burma-Shave ascended to become the second most popular brand of shaving cream in the United States, a testament to its innovative marketing.
The Decline and Disappearance of an Era
Despite its immense popularity, Burma-Shave‘s sales began to stagnate around 1947, and then gradually declined over the next seven years. Several factors contributed to this downturn, with urban growth and changing driving habits being primary culprits. The signs were traditionally placed on rural highways, but as urban areas expanded and interstate highway systems developed, higher speed limits meant motorists often zoomed past the signs too quickly to read them effectively. The charm of the sequential signs diminished as the pace of life and travel accelerated.
In 1963, the Burma-Vita Company was sold to the Gillette Company, a move that marked the beginning of the end for the iconic roadside advertising. Gillette, which later became part of American Safety Razor and then Phillip Morris, deemed the rhyming verses
