The Birth of an American
Napoleon of Advertising
During the William Jennings Bryan - William McKinley presidential campaign of 1900, Charles Knox got permission from the Commissioner of Highways to hang fifteen political banners over the streets of New York with the words "Hopes to Win" under each candidate, and across the top: "Knox's Gelatine Always Wins." City officials were irate, but Knox had the permit to hang the banners and declined to remove them. The story, of course, made every newspaper in the state and led to Charles Knox becoming known as "the Napoleon of Advertising."
In 1906, Charles Knox made the news once again, this time with "New Celestial Yacht," an airship he named "Gelatine", one of the very first motorized balloons. Knox appeared in air shows from coast to coast, making headlines and breaking records.
In addition to an already famous string of race horses, Knox purchased Anaconda, "The World's Fastest Race Horse." He renamed the horse Gelatine King and raced it against many of the prize-winning horses of the day. In 1904, Knox offered the horse as a prize in a contest for grocers.
Knox Takes Over the Reins
When Charles Knox died at age 58, he left his wife to run the largest gelatine manufacturing company in the United States. So, at the age of 50, Mrs. Knox became head of an important business, at a time when few women were even in business at all. Assuming responsibility for KNOX Gelatine, she reevaluated her husband's business methods and elaborate advertising stunts. Gelatine, she reasoned, was bought and used by women; and women were more interested in foods that were economical, nutritious, and easy to prepare. She set up an experimental laboratory and developed hundreds of recipes which were printed on KNOX packages, on leaflets, and in illustrated cookbooks. They also appeared in newspapers and magazines under the heading "Mrs. Knox says...."
of the Six Greatest American Women
In September of 1922, the Pictorial Review ran a guessing game describing the six greatest women in America. This was one of the descriptions:
"American women actually lead the procession when it comes to women of striking business ability. There are many of them. But one stands out as unquestionably entitled to be called great. There is scarcely a housekeeper anywhere who is not familiar with the name of the business she conducts, who does not use the product she makes. When we use these products and enjoy them do we know that the genius of an American woman is responsible for them?"
The answer, of course, was Rose Knox.
End of an Era
James Knox Takes The Helm
James Knox believed that the business could be no stronger or better than people's opinion of it. Throughout his career, he often traveled to stores and conventions, making it a point to keep in contact with grocers. James became legendary for his dedication to the business, spending about five months of the year on the road. Given his diligence, the company continued to perform well. Even during the Depression, the company grew at a rate of about five percent a year - no easy feat for those days!
Heritage of Innovation
Knox, Grandson of Founder, Takes Over
John Knox also maintained his company's high standards of quality. And through the years, beginning way back in 1890, quality gelatine has always been synonymous with KNOX.
The KNOX Healthy
Tradition Continues Today
|KNOX is a registered trademark of NBTY, Inc., used by Kraft Foods under license.|