Cleaner’s Creative Comeback.

Today’s Marketing Cookie underscores the importance of thinking differently and allowing innovative solutions to present themselves.

In the early 20th century, Kutol Products was the largest wallpaper cleaner manufacturer in the world. However, fortunes began to change in the 1950s with the shift from coal to cleaner oil, gas, and electricity for heating. This transition reduced sooty buildup on wallpaper, contributing to a decline in demand for their cleaner. Additionally, traditional wallpaper, which was the primary market for their paste, was increasingly replaced by vinyl-coated wallpaper and wood paneling, which were more easily washable with water. This shift further diminished the need for their cleaning product.

Joe McVicker, the marketing and sales manager, was confronted with a critical situation. Their once-essential wallpaper cleaner was rapidly becoming obsolete. Determined to turn things around, he and his team explored various options, including industrial applications, in hopes of repurposing the cleaner’s unique properties. Despite their best efforts, these ideas failed to gain traction and attempts to adapt the cleaner for use in paint or other coatings were also unsuccessful. The urgency of the situation made it clear that none of these alternatives were viable. As it turned out however, the solution had been right in their hands all along.

The breakthrough came when Joe sister-in-law, Kay Zufall, a nursery schoolteacher, read a newspaper article about how people were using their wallpaper cleaner for modeling projects. She tested it with her students one day, who loved molding it into various shapes. Kay shared her discovery with Joe, suggesting they repurpose the cleaner as a children’s toy. The company agreed and tweaked the formula to be more vibrant and kid-friendly. Although Joe initially wanted to name it "Rainbow Modeling Compound," they decided to go with Kay’s suggestion for a name, and thus, Play-Doh was born.

The rest, as they say, is history. Play-Doh's soft, pliable texture captivated children’s imaginations, transforming what was once a failed wallpaper cleaner into a beloved toy. This remarkable story is a testament to how innovation can arise from the most unexpected places. So, as you try to solve problems in your business, remember to look beyond the obvious, always be willing to listen, and it will be as today’s fortune says, “You will find your solution where you least expect it.”