Category creation, market research, differentiation, specialisation, er … topicalisation: all your fancy modern marketing techniques are as old as the hills as demonstrated by the Christmas cracker.
In 1840, Londoner Tom Smith visited Paris where he discovered the ‘bon-bon’ sugared almond wrapped in a twist of tissue paper. He brought the idea back to London. After his initial bon-bon sales slumped he began adapting the product to his market: he added a love motto (like the later fortune cookie).
Sales slumped again. He’d discovered the product life cycle.
Whilst pondering one day, he threw a log on the fire. And crackle! The sound of the log burning gave him all the inspiration he needed for creating the cracker we know today.
Bon-bon to some
After much hard work and experimentation he devised the snapping strip. He increased the paper wrapper, added the tube and, in a leap bigger than any of today’s multinationals could contemplate, dropped the actual sweet, replacing it with a small gift.
Sales went off with a bang.
Smith marketed his product as the Cosaque (Cossak) but as the item became more popular and copycats joined the market, the category became known as the onomatopoeic ‘cracker’.
Smith upsized and relocated to Finsbury Square in the City. When Tom died, his sons, Tom, Walter and Harry took over the business.
Without the help of intellectual property rights, they were in a constant race to keep ahead of the competition. Walter added the paper hat and toured the world for unusual gifts.
Pyrotechnic pioneer
They also capitalised on current events and celebrities. Charlie Chaplin, Suffragettes, War Heroes and Coronation special editions were all launched by the sons. They also made exclusive crackers for the Royal Family and the company still does today.
The story of the Christmas cracker may even reveal a little more than the fact nothing is new: have we actually gone back a step? Where are the WikiLeaks and royal wedding special edition crackers?
On the plus side it shows is that if a tissue-wrapped sugared almond can lead to today’s cracker industry, there’s room for just about any new adaption.