At the time Lasker acquired the account for the California Fruit Growers
Exchange, most people ate oranges. Lasker conceived the idea of advertising
orange juice instead of the whole orange. In addition he emphasized the
nutritional value of orange juice. These ideas quickly caught on around the
country, as American per capita consumption of oranges more than doubled over
the next twenty-six years.
American Tobacco Company's Lucky
Strike became Lasker's biggest account. Lasker and his associates
worked closely with George Hill of American Tobacco Co.,
to develop an innovative campaign that caused a boom in
Lucky Strike sales.
Lord and Thomas acquired
this account at a time when 94% of the American housewives
made their own pork and beans. A classic feature of
this campaign was the use of coupons in New York.
In one day over 1,460,000 coupons were redeemed, and
Van Camp's was established. Lasker's efforts partly
contributed to the tremendous expansion in the use
of canned foods in the United States. Van Camp's later
began producing canned condensed milk, which Lord
and Thomas designed the ad campaign for.
One of the first new major accounts to be added, Kimberly Clark was in need of an
advertising campaign for its disposable form of sanitary napkins. Lasker
developed a masterful ad campaign and made "Kotex" a great success. In 1924,
Kimberly Clark introduced a
throw away substitute for handkerchiefs. With Lasker's advertising, "Kleenex"
became a best seller.
Pepsodent became a Lord and Thomas client in
1916, but the toothpaste was not experiencing much
market growth. Lasker developed an extensive advertising
campaign which Pepsodent could not afford, so Lasker
agreed to accept stock in the form of payment and
over time Lasker became Pepsodent's second largest
stockholder. Following Lasker's involvement in the
advertising campaign, Pepsodent became the best selling
toothpaste in the industry.