Noren, a Minneapolis druggist contracted an seemingly untreatable ailment that compelled him to move to Tucson, Arizona for “the sunshine cure.” Upon his successful recovery and return to the north country, he contacted his old friends at Burma-Vita Company, hoping for employment.
The agent gave the Odells a tube of English ‘Lloyd’s Euxesis,” the original brushless shaving cream, as an example. The family’s agent at the local wholesale drug company, from whom it procured the ingredients for the liniment, suggested Burma-Vita should formulate something that families could use all the time, not justwhen they were ailing. Vita suggested it had an effect on life for a broad range of ailments. Every rural family knew what liniment was for and Burma implied an exotic source of the main ingredient. Leonard Odell was the grandson of a lawyer who made Malaysian liniment for a little extra income. We’ll be celebrating anything that helps pass the miles and the cars that get us there during the month of June. Several signs ended up in the collections of the Smithsonian Institution and the Henry Ford Museum in Michigan, whose sign reads: WITHIN THIS VALE/ OF TOIL/ AND SIN/ YOUR HEAD GROWS BALD/ BUT NOT YOUR CHIN.Editor’s note: This piece is part of the Journal’s Road Trip Month. The new owners made a corporate decision to kill the Burma-Shave signs in favor of radio and TV advertising and by 1966, all tracesof the old signs had been uprooted from roadside America. In 1963, the Burma-Vita Co., manufacturers of Burma-Shave, was sold to Philip Morris' operating subsidiary, American Safety Razor Products. Or: SAID JULIET/ TO ROMEO/ IF YOU/ WON'T SHAVE/ GO HOMEO.
Punsters relished: THE BEARDED LADY TRIED A JAR/ SHE'S NOW/ A FAMOUS/ MOVIE STAR. Or: ALTHO INSURED/ REMEMBER, KIDDO/ THEY DON'T PAY YOU/ THEY PAY/ YOUR WIDOW.Īs highways expanded from dual lanes to Interstates and cars got faster, signs exhorted travelers to: SLOW DOWN, PA/ SAKES ALIVE/ MA MISSED SIGNS/ FOUR/ AND FIVE. Or: PAST/ SCHOOL HOUSES/ TAKE IT SLOW/ LET THE LITTLE/ SHAVERS GROW.
THE MIDNIGHT RIDE/ OF PAUL/ FOR BEER/ LED TO A/ WARMER HEMISPHERE. Promoting highway safety, the signs urged drivers to lay off the gas pedal and to not drink and drive. After the Odell creative well ran dry, the company held annual contests that paid $100 for winning entries that often numbered more than 50,000 submissions.
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