Rushville Republican

Columns

November 19, 2013

The prize in the bottom of the box

In my younger years, we had a battle of cereals. Right after the war everyone wanted everything. There had been four years of nothing new, little other than necessities and not a lot of those. Every man wanted a new car, the ladies new clothes and shoes, children different things to eat. Many of the older cereals were well entrenched and during the war about all readily available for the sweet tooth of the youngsters and oldsters. Television was just starting and everyone wanted a television set. Cereals started the television war by sponsoring television programs and then by adding premiums to their product. Many popular TV programs were sponsored by cereal companies. And those programs usually predicated just what the company would offer as prizes in their product. And the cereal companies brought out numerous sugary products too, and we as children loved them.

Decoder rings were the seemingly most popular item to gain the young person’s attention. First off sponsor a program that uses such things then offer then in your product. Evening programs usually were family oriented but right after school it was all children and how to get their business. I remember badgering mom for days until she got a particular cereal with something as a prize that I felt I could not live without. Mom finally gave in and purchased a box of what ever it was I wanted. The one thing I remember is that it was the worse cereal I had ever attempted to eat. One spoonful was all it took and even the dog would not eat the remainder, not a good idea on my part. The prize didn’t work well either so all in all it was a bust, for me and the company because they went belly up rapidly.

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