Thomas J. Barratt facts for kids
Quick facts for kids
Thomas J. Barratt
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| Born | 1841 London, England
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| Died | 1914 |
| Spouse(s) | Mary Pears |
Thomas James Barratt (born in 1841, died in 1914) was a smart English businessman. He led the famous soap company A. & F. Pears. Many people call him "the father of modern advertising" because he was so good at marketing. He helped create many of the ways we see brands advertised today!
Contents
Who Was Thomas J. Barratt?
Thomas J. Barratt was born in London, England, in 1841. He grew up to become a very important person in the world of business and advertising. His ideas changed how companies sell their products.
Early Life and Family
In 1865, Thomas Barratt married Mary Pears. She was the oldest daughter of Francis Pears, who owned the A. & F. Pears soap company. After marrying Mary, Thomas joined the family business. He quickly became a partner with his father-in-law. Under Thomas's guidance, the company started using new and exciting ways to advertise their special soap. They used catchy slogans and memorable pictures. One of his most famous slogans was "Good morning. Have you used Pears' soap?" This phrase was very well-known for many years.
A World Record Holder!
In 2014, Thomas Barratt was recognized with a Guinness World Record. He was named the world's first brand manager! He held this important job for A. & F. Pears starting in 1865. This shows how early and how much he influenced the world of branding.
The Father of Modern Advertising
Barratt wanted people to think of Pears soap as a high-quality, fancy product. He used clever advertising campaigns to achieve this.
Using Art to Sell Soap
Thomas Barratt bought famous artworks to use in his advertisements. His most famous example was the painting Bubbles by John Everett Millais. Barratt added a bar of Pears soap to the front of the painting. This turned the artwork into an advertisement! Millais, the artist, was not happy about this change. However, Barratt owned the copyright, so he could do it. Barratt then created many more ads inspired by Bubbles. These ads showed cute children in nice homes. This made people connect Pears soap with comfort and wanting a good life.
Celebrity Endorsements and Publications
Barratt also used testimonials effectively. Testimonials are when someone famous or important says they like a product. He got both scientists and well-known people from high society to say good things about Pears soap. In 1882, he hired the English actress Lillie Langtry. She became the face of Pears soap. This made her the very first celebrity to officially support a commercial product!
Barratt also started Pears Annual in 1891. This yearly publication showed off new illustrations and color printing. In 1897, he added Pears Cyclopedia, which was a large encyclopedia in one book.
Clever Marketing Tricks
Barratt's advertising methods were so popular that people often talked about them and even made fun of them! One famous example was a cartoon by Harry Furniss in Punch. In the cartoon, a homeless person says, "I used your soap two years ago, and have not used any other since." This was a funny way to make fun of Langtry's testimonial. Barratt was so clever that he bought the rights to this cartoon! He then used it in Pears' own advertisements.
Another one of Barratt's smart ideas was to bring half a million French coins (called centimes) into Britain. He stamped them with the Pears' name and put them into circulation. This caused a huge amount of public attention! It even led to a new law in Parliament to protect British money. Barratt also connected Pears soap to the idea of global trade. He showed the soap being used all over the world, suggesting it was a product for everyone.
Barratt's Big Ideas
Thomas Barratt wasn't just making up ads as he went along. He had many important ideas about marketing that are still used today. He wanted Pears to have a very strong and clear brand image. He also made sure Pears soap was advertised everywhere, so everyone knew about it. He understood that things change, and advertising needs to change too. In 1907, he said that "tastes change, fashions change and the advertiser has to change with them." He believed that what worked yesterday might not work today, because people's preferences are always evolving.
Beyond Business: Other Achievements
Besides his work in business and advertising, Thomas Barratt also wrote a history book about Hampstead called Annals of Hampstead (published in 1912). He held several important positions. He became a Deputy Lieutenant of the City of London. He was also a Master of the Barbers' Company. He was a member of the Royal Microscopical Society and the Royal Statistical Society. He belonged to several clubs too, showing his wide range of interests.
