The next installment of History By Zim’s “Odd Ads of the Past” brings you babies and the invention they are wrapped in – cellophane! Nothing sounds safer than wrapping babies in plastic wrap. . . . These 1950s DuPont advertisements feature cellophane, a product they state “inaugurated a consumer revolution.”
Cellophane was invented by Jacques E. Brandenberger, a Swiss chemist. Up until the early 1920s, if an American businesses wanted to use the wrap they had to import it from Europe. DuPont acquired U.S. patent rights for cellophane in 1923 and, a year later, built the first cellophane manufacturing plant in the country.
After a few years of trial and error with design and marketing, cellophane accounted for 25 percent of DuPont’s 1938 annual profit. Sales for cellophane steadily grew through the 1940s and 50s before decreasing the next twenty years until DuPont discontinued it in 1986. Even though they no longer make cellophane, we can still remember DuPont’s ‘good’ times with these advertisements. . . .