[_A memorandum sent to heads of departments of the National Drug
Novelties Company, Chicago._]
OFFICE BULLETIN No. 38946 (Series B).
Minutes of Conference Held in Directors’ Room, April 12.
Mr. Gartenbaum reported that he had had a telegram from Ribstone
declining assistance in financing the Ginger Cubes. Mr. Gartenbaum
thought the matter important enough to warrant calling the directors
together. Was it possible that Ribstone had access to new sources of
capital hitherto unemployed in the drug trade? This seemed unlikely in
view of their own recent canvass. Mr. G. asked Mr. O’Keefe, who had
just come back from New York, whether he had been able to find out
anything definite about the plans for Ginger Cubes.
Mr. O’Keefe said that he had found the trade greatly interested in the
rumours that had been current. It was said everywhere that Ribstone
had got hold of a formula that was a knockout, and that the Ginger
Cubes had caused more talk in pharmacist and confectionery circles than
anything since the Smith Brothers sold their razors. He had not been
able to get any very definite dope about the distribution plans, but
it was common talk that Ribstone intended to spend half a million in
the New York newspapers. He had heard that the Gray Matter Advertising
Agency was to handle the account. Mr. O’Keefe said that Mr. Gray was an
old friend of his, but going to Gray’s office to inquire he found the
reception room so choked with solicitors from the newspapers that he
did not wait.
Mr. Oldham asked if this man Ribstone had had previous experience in
the drug specialty line which would warrant their believing he could
make a go of the so-called Ginger Cubes.
Mr. Gartenbaum said that Ribstone had had no experience in that field,
so far as he knew, but that he was a very clever merchandiser and had
done big things with the Ribstone Memory Course several years ago.
Professor Devonshire of the laboratory department was called upon
to ask if he had any idea what the formula of the Ginger Cubes
might be, and whether it could be easily duplicated or improved.
Professor Devonshire said that, speaking as a chemist, ginger had many
possibilities as a popular drug staple, that its principal constituents
are starch, volatile oil, and resin; that it has carminative and
purgative values, especially for dyspepsia and flatulence, and is
helpful for seasickness, headache, and toothache. He said that as soon
as the Cubes themselves were on the market he could analyze them and
suggest a variation in the formula.
Mr. O’Keefe said that he had tried to get hold of some of the Cubes,
but that they were being carefully kept under cover. He believed that
Ribstone’s plans were still in the air until his advertising man,
Russell, was out of hospital.
Mr. Gartenbaum asked if Mr. Russell was in hospital because he had been
trying some of the Ginger Cubes.
Mr. Oldham said that he had been greatly impressed by the amount of
gossip in the trade about the Ginger Cubes, but he believed the value
of the thing lay not in any unique formula but in the cleverness of the
name Ginger Cubes, and particularly the additional name Digestive Dice.
Mr. Gartenbaum agreed and submitted it to the meeting that it would be
well worth while to ride on Ribstone’s effort by putting out a similar
product with an equally catchy name. He instanced the way Eskimo Pie
was followed immediately by a dozen imitations, all very nearly as
successful.
Mr. Sombre of the Promotion Department asked if Mr. Gartenbaum had
thought of any name as appealing as Ginger Cubes.
Mr. Gartenbaum admitted he hadn’t, but said that his mind was working
on this matter and the only thing he had thought of so far was Ginger
Blocks.
Mr. Sombre said he thought that was too similar to Ginger Cubes and
might mean legal proceedings.
Mr. O’Keefe suggested Tingling Squares.
After a good deal of discussion, Mr. Gartenbaum adjourned the
meeting, ordering these minutes to be sent confidentially to heads
of departments. Another conference to be held to-morrow at which
suggestions for a rival name would be brought in.
By E. K. R.,
Stenographer.