Menu

Guide to the Sheldon B. Sosna Papers, 1922-2001 and undated, bulk 1948-1991

Abstract

Retired advertising executive.

Collection documents Sosna's long career as an advertising executive and consultant, and contains materials from a wide variety of formats, including correspondence, writings, printed material, advertisement proofs and clippings, sketches, scrapbooks, slides, negatives, and film. The collection primarily provides a record of advertising campaigns Sosna developed as a copy supervisor, creative director, and advertising executive at Gershuny Associates, Leo Burnett, Grant Advertising, Doherty Clifford Steers & Shenfield, Sullivan Stauffer Colwell & Bayles, Norman Craig & Kummel, and J.M. Mathes, from 1948 to 1973; the collection has limited material relating to the specific agencies for which he worked. In addition, the collection documents Sosna's later writings, lectures, and seminars as an independent consultant in retail and supermarket advertising from the 1970s through 2001, including a complete run of the Supermarket Advertising Newsletter (1981-2000) and a copy of his book Dodge #9: How to Never Make a Mistake: Achieving Success in a World That Is Always Looking for Someone to Blame (2001). Major advertising campaigns represented in the collection include: American Tobacco Company (Bull Durham and Silva Thins cigarettes); Bristol-Myers Company; Bulova Corporation; Dr Pepper Co.; Food Fair/Pantry Pride; Hoover Company; Ladies' Home Journal; Martex; Pabst Brewing Company; Procter & Gamble; Pure Oil Company; and Joseph Schlitz Brewing Co. The collection also documents Sosna's role as supervisor of the Peace Corps advertising campaign in its first two years, from 1961 to 1963. Peace Corps materials include print advertisements; "Volunteer Radio Kits" distributed to broadcasters; one promotional film originally aired on American television; and a letter from Robert Sargent Shriver, Jr., first director of the Peace Corps.

Descriptive Summary

Title
Sheldon B. Sosna papers, 1922-2005 and undated, bulk 1948-1991
Creator
Sosna, Sheldon B.
Extent
8.6 Linear Feet , 2600 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Location
For current information on the location of these materials, please consult the Library's online catalog.
Language
English.

Collection Overview

The Sheldon B. Sosna Papers span the years 1922 to 2001, with the bulk of the material dating from 1948 to 1991. The collection documents Sosna's long career as an advertising executive and consultant, and contains materials from a wide variety of formats, including correspondence, writings, printed material, advertisement proofs and clippings, sketches, scrapbooks, slides, negatives, and film. The collection primarily provides a record of advertising campaigns Sosna developed as a copy supervisor, creative director, and advertising executive at Gershuny Associates, Leo Burnett, Grant Advertising, Doherty Clifford Steers & Shenfield, Sullivan Stauffer Colwell & Bayles, Norman Craig & Kummel, and J.M. Mathes, from 1948 to 1973; the collection has limited material relating to the specific agencies for which he worked. In addition, the collection documents Sosna's later writings, lectures, and seminars as an independent consultant in retail and supermarket advertising from the 1970s through 2001, including a complete run of the Supermarket Advertising Newsletter (1981-2000) and a copy of his book Dodge #9: How to Never Make a Mistake: Achieving Success in a World That Is Always Looking for Someone to Blame (2001). Major advertising campaigns represented in the collection include: American Tobacco Company (Bull Durham and Silva Thins cigarettes); Bristol-Myers Company; Bulova Corporation; Dr Pepper Co.; Food Fair/Pantry Pride; Hoover Company; Ladies' Home Journal; Martex; Pabst Brewing Company; Procter & Gamble; Pure Oil Company; and Joseph Schlitz Brewing Co. The collection also documents Sosna's role as supervisor of the Peace Corps advertising campaign in its first two years, from 1961 to 1963. Peace Corps materials include print advertisements; "Volunteer Radio Kits" distributed to broadcasters; one promotional film originally aired on American television; and a letter from Robert Sargent Shriver, Jr., first director of the Peace Corps. The collection is organized into six series: Correspondence, Writings and Speeches, Printed Materials, Advertisements, Scrapbooks, and Visual Materials.

The Correspondence Series includes limited business correspondence, advertising strategy memoranda, and mailings and solicitations specifically related to Sosna's supermarket consulting. The Writings and Speeches Series includes scripts of lectures and seminars Sosna delivered on retail and supermarket advertising throughout the United States from 1983 to 1994, limited market and client reports, and an account of his work with President Kennedy and Robert Sargent Shriver, Jr. on an early promotional film for the Peace Corps. The Printed Materials Series includes Sosna's professional writings on advertising (including an installment of "Sosna on Advertising," a long-standing column featured in Grocery Marketing Magazine); a copy of his 2001 book Dodge #9: How to Never Make a Mistake; client materials (letterhead, brochures, mailings, including Peace Corps promotional materials); conference programs; and magazines. Most notably, the series includes a complete set of the Supermarket Advertising Newsletter, a monthly serial which Sosna wrote, edited, and published from January 1981 through December 2000. The Advertisements Series includes original page proofs, newspaper and magazine clippings, and concept sketches for client advertisements, with an emphasis on consumer/home products, cigarette, beer, and apparel industries. The Scrapbooks Series includes six scrapbooks of advertisement clippings, original page proofs, client brochures, and catalog mailings, primarily documenting clients in women's apparel and consumer/home products. The Visual Materials Series includes over 700 seminar slides originally used in Sosna's presentations on supermarket advertising, a set of color negatives documenting the "Pabst Red Beer" advertising campaign, and the only existing copy of a promotional film for the Peace Corps which Sosna wrote, produced, and edited. Large-format materials (clippings, proofs, sketches) have been removed from their original series location and relocated to Oversize Materials locations.

Other materials related to this collection may be found in the J. Walter Thompson Company Archives: Competitive Advertisements Collection and the J. Walter Thompson Company Archives: Corporation Vertical Files. For materials specifically relating to the agencies Norman, Craig & Kummel and the Leo Burnett Company, consult the Robert S. Smith Papers and the Kensinger Jones Papers, respectively. For materials relevant to American Tobacco Company advertising, see the James Buchanan Duke Papers, the Benjamin Newton Duke Papers, and the John M. W. Hicks Papers. For materials on beer advertising for the Pabst Brewing Company and Schlitz Brewing Company, see the Howard Scott Papers. Materials relevant to Procter & Gamble Company advertising may be found in the D'Arcy Masius Benton & Bowles Advertisements, the D'Arcy Masius Benton & Bowles Archives, and the Wells Rich Greene, Inc. Records. Additionally, materials relating to Peace Corps advertising may be found in the David B. McCall Papers.

Administrative Information

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access Restrictions

Researchers must register and agree to copyright and privacy laws before using this collection.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. There may be a 48-hour delay in obtaining these materials.

Also, one phonograph recording in this collection is not immediately accessible, because it requires further processing before use.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

warning Use Restrictions

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

Contents of the Collection

Includes limited business correspondence, mailings and solicitations related to Sosna's supermarket consulting, and one folder of "Advertising strategy memoranda" that Sosna distributed while Copy Supervisor at Sullivan, Stauffer, Colwell & Bayles and at Doherty, Clifford, Steers & Shenfield. Of particular interest is a 1963 letter from Robert Sargent Shriver, Jr., first director of the Peace Corps, thanking Don Clifford and his staff at Doherty, Clifford, Steers & Shenfield for their work on early Peace Corps advertising. Arranged alphabetically.

Advertising strategy memoranda, 1958-1964 and undated
Box 1
Letter from Robert Sargent Shriver, Jr., 1963 July 15

[Appointed by President Kennedy, Shriver served as the first director of the Peace Corps from 1961-1966.]

Box 1
Letter from Richard R. Uhl, undated
Box 1
The Consumer Network, undated
Box 1
Supermarket Advertising Newsletter, undated
Box 1

Primarily contains scripts and other materials used for lectures and seminars Sosna delivered throughout the United States from 1983 to 1994, with an emphasis on supermarket advertising and marketing. Scripts primarily document presentations Sosna delivered as an independent consultant to supermarket/food retailers, specifically for meetings of the National Grocers Association, the Grocery Marketing Institute, at Food Marketing Institute conventions, at state grocery organization meetings (in California, Indiana, Oklahoma, New Hampshire, and Florida), and for the annual "Supermarket Advertising Seminar" which Sosna founded in 1983. Also includes limited market reports on specific retail industries and clients, including Pabst Red Beer. Of particular interest is one folder of "Advertising notes and addenda," which documents Sosna's professional career and profiles his prominent clients of the 1950s and 1960s, most notably his work on an early promotional film for the Peace Corps and his meeting with President Kennedy and Robert Sargent Shriver, Jr. during the film's production. Arranged alphabetically.

Advertising notes and addenda, circa 1965 and undated
Box 1
Air Step: In Search of a Brand Image report, undated
Box 1
Cole Products Corporation: Cole-Spa brochure, undated
Box 1
Pabst Red Dinner Beer report, undated
Box 1
Red Beer Concept Research, 1967 May
Box 1
Advertising/Marketing strategy lecture notes, undated
Box 1
Associated Wholesale Groceries seminar, 1991
(2 folders)
Box 1
FEDCO seminar: How Advertising Works to Make People Buy, 1991
(2 folders)
Box 1
Indiana Food Retailers: Advertising seminar, undated
Box 1
Indiana Retail Grocers Association: Advertising seminar, 1990
Box 1
NAGWA advertising meeting: The Future of Supermarket Advertising, 1987
Box 1
Advertising presentation, 1985
(2 folders)
Box 1
Futures seminar, 1987
Box 1
Oklahoma Grocers, 1986
Box 1
Seminar slide notes - Misc., undated
Box 1
Notebook, 1985
(2 folders)
Box 1
Scripts, 1985
(2 folders)
Box 1
Supermarket Advertising and the Consumer, copresented by Sosna and Mona Doyle (President, The Consumer Network, Inc.), 1989
Box 2
Supermarket Ad Expo, 1994
Box 2
St. Louis seminar, undated
Box 2
Agenda
Box 2
Scripts
(2 folders)
Box 2
Slide notes/notecards
Box 2
1984-1985 seminar
(2 folders)
Box 2
Supermarket Retailer Forum: Popai meeting, Chicago, 1992 Oct.
Box 2

Includes Sosna's professional writing on advertising, a copy of Sosna's book Dodge #9: How to Never Make a Mistake (2001), client materials (letterhead, mailings, brochures), conference programs, and a limited set of magazines from 1952. The bulk of the series is composed of a complete set of The Supermarket Advertising Newsletter, a monthly publication Sosna edited and published from 1981-2000, along with an incomplete subject index of the newsletter. Of particular note in the series are Peace Corps "Radio Kits" distributed to broadcasters in 1962-1963. The "Volunteer Radio Kit" for 1963 includes a phonograph record of public service announcements for the Peace Corps featuring the voice of sportscaster Bob Delaney. Also includes two comics that refer to the Peace Corps which appeared in the New York Post comic strip "Pogo" in 1962. Arranged alphabetically; complete set of Supermarket Advertising Newsletter arranged chronologically by month/year.

[Technical Services staff need to produce a use copy of the phonograph record before its contents can be accessed. Please consult with Research Services staff before coming to use this series.]

Article: A cure for the copycat syndrome, in Sosna on Advertising column, Grocery Marketing Magazine, 1985 Mar.
Box 2
Book: Dodge #9: How to Never Make a Mistake: Achieving Success in a World That Is Always Looking for Someone to Blame, 2001

[Book published in paperback by Hats Off Books, Tucson, Arizona.]

Box 2
Abbell Hotels, undated
Box 2
Dr Pepper: article in Printers' Ink, Hal Stebbins on copy column, 1959 Mar.
Box 2
Intercontinental Industries, undated
Box 2
Lewis & Clark, Inc.: letterhead, undated
Box 2
Ochs Paper Company, undated
Box 2
Pabst Brewing Company: How to ruin a hotel clerk's day [pamphlet], undated
Box 2
Pantry Pride/Food Fair, 1974 and undated
Box 2
Comic Strip: Pogo, New York Post, 1962
Box 2
Peace Corps News, 1962 Jan.
Box 2
Recruiting Radio Kit, 1962
Box 2
Volunteers Radio Kit, 1963

[Among other materials, includes record album entitled "Peace Corps Volunteers/The Advertising Council Public Service Announcements.]"

[Format: phonograph record (33 1/3 speed / 7-inch EP). Technical Services staff need to produce a use copy before contents can be accessed. Please contact Research Services.]

Box 2
Specialjoy, Inc., undated
Box 2
Spectoculars (Intermares Inc.), undated
Box 2
J. Spencer & Company, undated
Box 2
Staffin-Johns Mattresses, 1952 and undated
Box 2
Conference Programs, 1983-1985, 1995-1997
Box 2
Kiwanis Magazine, 1952 Apr.
Box 2
Life Magazine Mailing Plan, undated
Box 2
Newsweek, 1952 July 21
Box 2
V.F.W. Magazine, 1952 Apr.
Box 2
Inaugural Mailings, 1980-1981
Box 3-4
Subject Index, 1987
Box 3-4
Supermarket Advertising Newsletter, 1981 Jan.-2000 Dec. (monthly serial, complete set)
(22 folders)
Box 3-4

Divided into two groupings: Clippings and Proofs, and Sketches and Concepts. Includes original page proofs, newspaper and magazine clippings, and concept sketches for client advertisements, with an emphasis on the consumer/home products, cigarette, beer, and apparel industries. Key clients represented include American Tobacco Company (Bull Durham Cigarettes), Bristol-Myers, Bulova, Dr Pepper, Food Fair/Pantry Pride, Hoover, Ladies' Home Journal, Martex, Pabst Brewing Company, Procter & Gamble, and Pure Oil Company. Of particular interest is one folder of early Peace Corps advertisements Sosna developed while at Doherty, Clifford, Steers & Shenfield. Series also includes two uncredited cigarette advertisements [Bull Durham (1922) and Fatima (undated)] presumably intended as marketing research for Sosna's work in cigarette advertising, and one folder of Spanish language concept boards for beverage advertisements (uncredited and undated). Arranged alphabetically by client within each grouping.

Abbell Hotels (Stanley, Alexandria, Paramount, Willard, Summit), 1952-1953 and undated
Box 5
Advertising Management Co., 1972
Box 5
Allstate Insurance, 1957 and undated

[Folder removed to Oversize Materials, Box OV1]

Box 5
American Meat Institute, 1955
Box 5

[Folder removed to Oversize Materials, Box OV1]

Historical advertisement, 1922
Box 5
Proofs, 1967-1968 and undated
(2 folders)
Box 5
Silva Thins, 1968-1969 and undated
Box 5
Apparel Misc., 1953 and undated
Box 5
Archway Cookies, 1959

[Folder removed to Oversize Materials, Box OV1]

Box 5

[Some items removed to Oversize Box OV1]

Bandages and first aid, 1953-1954
Box 5
Stockings, 1952-1954
Box 5
Better Vision Institute, 1961 and undated
Box 5
Bike Athletic Supporters, 1954
Box 5
Bristol-Myers (Mum and Ipana), 1961-1962 and undated

[Some items removed to Oversize Box OV1]

Box 5
Brown Shoe Company, undated

[Some items removed to Oversize Box OV1]

Box 5
Bulova, 1964-1965
Box 5
Cole Products Corporation: Cole Spa Drink Dispenser, 1952-1953 and undated
(2 folders)
Box 5
Comet Rice, undated

[Folder removed to Oversize Materials, Box OV1]

Box 5
Crane Company (heating and utilities), 1955 and undated
Box 5
Dormay Products, undated
Box 5
Dr Pepper, 1959-1960

[Includes laminated advertisements and clipping from the groundbreaking "FREE! Genuine Dr Pepper bottle cap" campaign.]

Box 5
DriJuice Corporation: InstaLemon, 1953 and undated
Box 5
Emulsol Corporation, undated
Box 5
Englander Beds, 1956
Box 5
Fabrico Manufacturing Corporation, undated
Box 5
Food Fair/Pantry Pride, 1973 and undated
Box 5
Grant Advertising, 1955, 1958

[Some items removed to Oversize Box OV1]

Box 5
Herbert-Levy (apparel), undated
Box 5
Hoover Appliances, 1955-1957 and undated

[Some items removed to Oversize Box OV1]

Box 5
International Harvester, 1955

[Folder removed to Oversize Materials, Box OV1]

Box 5
Ladies' Home Journal, 1960

[Includes advertisements featuring President Kennedy and Winston Churchill.]

[Some items removed to Oversize Box OV1]

Box 5
Leo Burnett Advertising: Twentieth Anniversary commemorative broadside and advertisement, 1955

[Folder removed to Oversize Materials, Box OV1]

Box 5
Leo's Advance Theatrical Shoe Co., undated
Box 5
Liggett & Myers Tobacco Co.: Fatima Cigarettes (historical advertisement), undated
Box 5
Manhattan (sportswear and furnishings), 1963-1964

[Some items removed to Oversize Box OV1]

Box 5
Martex, 1970-1971

[Some items removed to Oversize Box OV1]

Box 5
Old Tankard Ale, 1957

[Folder removed to Oversize Materials, Box OV2]

Box 5
Newspaper advertisements - Various, 1956-1957 and undated

[Folder removed to Oversize Materials, Box OV2]

Box 5
Pabst Blue Ribbon Touch campaign, 1956 and undated

[Folder removed to Oversize Materials, Box OV2]

Box 5
Pabst is the name campaign, 1957 and undated
Box 5
What'll You Have campaign, 1956 and undated

[Folder removed to Oversize Materials, Box OV2]

Box 5
Various, 1956-1957
Box 5
Peace Corps, circa 1962-1963
Box 5
Procter & Gamble: Camay Soap, 1957

[Some items removed to Oversize Box OV2]

Box 5
Pure Oil Company, 1954, 1957 and undated

[Some items removed to Oversize Box OV2]

Box 5
Schlitz Brewing Company: Old Milwaukee Beer, 1958

[Folder removed to Oversize Materials, Box OV2]

Box 5
Specialjoy, Inc., 1951-1952 and undated
Box 5
Spectoculars (Intermares, Ltd.), undated
Box 5
Staffin-Johns Mattress, undated
Box 5
Tea Council, 1957

[Folder removed to Oversize Materials, Box OV2]

Box 5
U.S. Tobacco Company: Encore cigarettes, 1961

[Folder removed to Oversize Materials, Box OV2]

Box 5
American Tobacco Company: Half and Half cigarettes, undated
Box 6
Appointment hosiery, undated

[Folder removed to Oversize Materials, Box OV2]

Box 6
Bache & Co., undated
Box 6
Bulova, 1964
Box 6
DriJuice Corporations: InstaLemon, 1953
Box 6
Martex: Lady Pepperell designs, undated

[Folder removed to Oversize Materials, Box OV2]

Box 6
Pabst Red, undated
Box 6
What'll You Have advertisement, undated
Box 6
Pure Oil Company, undated

[Folder removed to Oversize Materials, Box OV2]

Box 6
Spanish language advertisements (Alvear, Philips, Schweppes), undated
Box 6
Tennyson Menthol cigarettes, undated

[Folder removed to Oversize Materials, Box OV2]

Box 6

Contains six large scrapbooks of advertisement clippings, page proofs, client brochures and catalog mailings that primarily document Sosna's early advertising career, with a focus on women's apparel and consumer/home products. Arranged chronologically by scrapbook.

[All material from Scrapbooks 4 and 5 has been rehoused in folders for preservation purposes. Other scrapbooks remain intact. All material retained in original order as received from donor.]

Scrapbook 1, 1947-1949 and undated

Includes over 100 newspaper clippings of advertisements for Globe Fur and Novelty Company, a Chicago-based furrier marketed as "Chicago's Largest Fur House."

[Scrapbook contains brittle pages which require careful handling.]

Box 7
Scrapbook 2, 1948-1950 and undated

Includes advertising clippings and mailings for women's apparel and home construction. Apparel clients include Archie Zimmett; Bernstein, Cohen & Company; "Famous Full Fashioned" Hosiery Mills; Globe Fur and Novelty Company; Gold Maid Hosiery Company; Herbert Levy; McBreen Shoe Company; "Misteri" hosiery; Morry Silver; Sycamore Coats; U.S. Millinery Corporation; and Women's & Children's Wear Association. Construction clients include Aerosol Engineers, Aluminum Building Materials Corporation, Atlas Construction Company, and "Perm-Alloy" metal siding.

[Scrapbook contains brittle pages which require careful handling.]

Box 8
Scrapbook 3, 1948-1950 and undated

Includes advertising clippings and catalog mailings, primarily representing women's apparel and home products. Apparel clients include Archie Zimmett; Berstein, Cohen & Company; Crane and Abrams; McBreen Shoe Company; and several clippings for "Royal Maid" featured in Women's Wear Daily. Home products clients include Atlas Construction Company; "Frig-O-Matic" Company; "Freez King" freezer (E.C.A. Manufacturing Co.); and "Weathermaster" windows.

[Scrapbook contains brittle pages which require careful handling.]

Box 9
Scrapbook 4, 1949-1950 and undated

Includes clippings, mailings, catalogs and brochures documenting Sosna's early advertising work in Chicago. Also includes a press release announcing the "Good Design" exhibition sponsored jointly by The Merchandise Mart and the Museum of Modern Art, and two unlabeled/undated black and white fashion photographs.

(14 folders)

[For preservation purposes, scrapbook pages removed from binder; materials foldered in original sequential order.]

Box 10
Weathermaster ALSCO combination windows, 1949

[Oversize item relocated from Box 10, folder 10.]

Box 11
Bache & Co., undated
Box 11
Bauer & Black: Curad Bandages, 1954
Box 11
Bristol-Myers: Ipana toothpaste sketches, undated
(4 folders)
Box 11
Crane Company, circa 1955

[Some items removed to Oversize Box OV2]

Box 11
KVP Company, undated
Box 11
Mott's Applesauce, undated
Box 11
Procter & Gamble: Camay, 1957

[Some items removed to Oversize Box OV2]

Box 11
Scrapbook 6, 1954-1971 and undated

Includes advertising clippings and proofs housed within original scrapbook mylar pages. Clients represented include Bache & Co.; Bristol-Myers; Crane Company; Eastman Kodak; Grant Advertising; Ladies' Home Journal; Manhattan; Martex; Pure Oil Company; Sugar Information, Inc.; and United States Tobacco Company (Encore cigarettes).

Box 11

Arranged into three subseries: Slides, Negatives, and Film. Contains over 700 slides Sosna used for seminar presentations conducted from the late 1970s through the 1990s, primarily focused on retail marketing strategy and supermarket advertising. Slides organized in three categories -- "Seminars," "Supermarket advertisements," and "Other" -- therein arranged alphabetically by subject/title. "Seminars" include slides which directly accompanied Sosna's seminar presentations on advertising and marketing strategy, and consist primarily of text. "Supermarket advertisements" slides include advertisements and supermarket circulars promoting event/holiday sales and specific product sales, likely used within seminar presentations yet not associated with any particular seminar. Series also includes one folder of color negatives documenting the 1967 "Pabst Red" beer campaign and one film reel entitled "The Peace Corps" which Sosna wrote, produced, and edited, circa 1961-1962. The film reel features President John F. Kennedy, Robert Sargent Shriver (Director of the Peace Corps from 1961-1966), and Dave Garroway (then host of NBC's "Today Show"). According to documents included in the collection, the film originally aired on American television stations and was "seen by forty million people" (See Writings and Speeches Series, folder one: "Advertising notes and addenda, circa 1965 and undated"). The collection holds the last remaining copy of this film.

[Original film reel closed to use. Use copy available in the collection.]

Budgeting for Advertising
Box 12
Getting the Reader to Want
Box 12
How To Sell Your Advertising Ideas
Box 12
How To Win With Advertising
Box 12
How You Can Make the Most Out of Advertising
Box 12
Information & Reward (shoppers' trends)
Box 12
Market Profile Data Chart
Box 12
Supermarket Advertising and the Consumer
Box 12
Supermarket Futures: 90s and Beyond
Box 12
Titles and headings
Box 12
Using Radio
Box 12
Using TV
Box 12
What Shoppers Think
Box 12
Back to School/Kids sales
Box 12
Dollar Day promotions
Box 12
Earthquake preparation/Environmental concerns
Box 12
Grand Opening
Box 12
Holiday and anniversary sales
Box 12
Special Olympics sales
Box 12
Superbowl sales
Box 12
Best promotions
Box 12
Canned foods
Box 12
Dairy/Eggs
Box 12
Diet foods
Box 12
Ethnic/Regional foods
Box 12
Free promotions
Box 12
Fresh promotions
Box 12
Frozen foods
Box 12
Lowest Price advertisements
Box 12
Lucky/ Food Lion store promotions
Box 12
Meat/Fish
Box 12
Produce
Box 12
Ralphs/ Vons store promotions
Box 12
Sales (miscellaneous)

Features slides which promote multiple products in a single advertisement, and therefore do not fit within one particular category above.

(4 folders)
Box 12
Graphic designs
Box 12
Prince Spaghetti Sauce: Mona Lisa campaign
Box 12
Pabst Blue Ribbon: Pabst Red beer campaign, 1967

[Includes four 8"x10" color negatives used in the "Pabst Red" campaign.]

Box 12
Original Copy: The Peace Corps, circa 1961-1962

[Format: black-and-white 16mm film. TRT: 27 minutes.]

[Original closed to use. Use copy in Box 12.]

Box 13
Master Copy

[Format: BetacamSP. Created: 2005.]

[Not for reference use.]

Box 12
Use copy

[Format: DVD. Created: 2005.]

Box 12

Primarily includes oversize materials from the Advertisements Series, organized into "Clippings and Proofs" and "Sketches and Concepts" Subseries. Also contains two folders from the Printed Materials Series and four folders of material removed from the Scrapbooks Series, Scrapbook 5. Clients represented include the American Tobacco Company; Bristol-Myers; Hoover appliances; Ladies' Home Journal; Martex; Pabst Brewing Company; Proctor & Gamble; Pure Oil Company; and Schlitz Brewing Company. Materials of particular interest include an advertisement proof for Ladies' Home Journal featuring President Kennedy, with the tag-line "Will women love him or leave him?"; a 1952 flip-chart prepared for the American Larder Supply Company entitled "Now...Eat Better Food and Spend Less For It" ; and a pamphlet distributed by the War Advertising Council at the close of World War II. Arranged within original series, therein alphabetically by client.

[See also Box 5]

Allstate Insurance, 1957 and undated
Box OV1
Half and Half and Montclair cigarettes, 1963-1965
Box OV1
Silva Thins cigarettes, 1967-1968 and undated
Box OV1
Archway Cookies, 1959
Box OV1
Bauer & Black: Curad bandages/tape, 1954 and undated
Box OV1
Bristol-Myers: Ipana toothpaste, 1961
Box OV1
Brown Shoe Company, 1957
Box OV1
Comet Rice, undated
Box OV1
Grant Advertising, undated
Box OV1
Hoover, 1955-1956 and undated
Box OV1
International Harvester, 1955
Box OV1
Ladies' Home Journal, 1960

[Includes advertisement proof featuring President Kennedy with the tag-line "Will women love him or leave him?"]

Box OV1
Leo Burnett Advertising: twentieth anniversary commemorative broadside and advertisement, 1955

[Includes original office memorandum attached to broadside.]

Box OV1
Manhattan (sportswear), 1963-1964
Box OV1
Martex, 1971 and undated
Box OV1
Old Tankard Ale, 1957
Box OV2
Newspaper advertisements, various, 1956-1957 and undated
Box OV2
Pabst Blue Ribbon Touch campaign, 1956 and undated
Box OV2
What'll You Have campaign, 1956 and undated
Box OV2
Procter & Gamble Company: Camay soap, 1957
Box OV2
Pure Oil Company: Barge-A-Comin' contest, 1955
Oversize Folder Folder 1
Schlitz Brewing Company: Old Milwaukee beer, 1958
Box OV2
Tea Council, 1957
Box OV2
U.S. Tobacco Company: Encore cigarettes, 1961
Box OV2

[See also Box 6]

Appointment hosiery, undated
Box OV2
Martex: Lady Pepperell designs, undated
Box OV2
Pabst Brewing Company: Pabst Red, undated
Box OV2
Pure Oil Company, undated
Box OV2
Tennyson Menthol cigarettes, undated
Box OV2
American Larder Supply Company, Strategic Flip-Chart: Now...Eat Better Food and Spend Less For It, 1952
Box OV2
War Advertising Council, Restatement of Policy pamphlet, circa 1944
Box OV2
Crane Company, 1955
Box OV2
Hoover appliances, 1955, 1957 and undated
Box OV2
Proctor & Gamble: Camay soap, 1957
Box OV2
Schlitz Brewing Company: Old Milwaukee beer, 1959
Box OV2

Historical Note

DateEvent(s)
1922 June 14Born in Chicago
1942Enlisted in the United States Army
1943-1946Served three years in U.S. Army, Pacific Theater; achieved rank of Captain
1944Married Relma B. Blevins
1946Received BA from Northwestern University (originally class of 1944, degree delayed by war)
Received MA from University of Chicago
1946-1948Self-employed
Established sales firm, worked as manufacturers' sales representative
1948-1953Joined Gershuny Associates, a Chicago-based advertising firm, as Partner and Executive Vice-President; directed Gershuny's subsidiary companies DriJuice Corporation, Texto Products Corporation and Lewis & Clark Films
1953-1958Joined the Leo Burnett Company as Senior Copywriter, promoted to Copy Supervisor. Supervised major accounts (Brown Shoe Company, Crane Plumbing, Hoover Company, Kellogg's, Pabst Beer, Pillsbury, Procter & Gamble, Pure Oil); worked as speechwriter for Mr. Burnett
1958-1960Joined Grant Advertising, Chicago, as Creative Director. Supervised foreign operations and creative work within Grant's domestic offices, served as agency spokesman; supervised Grant's television production facilities in Chicago and Los Angeles, produced and directed several commercials (Archway Cookies, Comet Rice, Dr Pepper, Old Milwaukee Beer)
1960Received American Television Festival Award for Best Commercial: Health and Beauty Aid (Bristol-Myers Ipana toothpaste commercial)
1960-1963Joined Doherty, Clifford, Steers & Shenfield, a New York City advertising firm, as Vice-President and Creative Supervisor; responsible for Bristol-Myers account
1961-1963Developed and supervised first two years of Peace Corps advertising and recruiting campaign
1963-1965Joined Sullivan, Stauffer, Colwell & Bayles as Vice-President and Copy Supervisor; responsible for American Tobacco Company, Bache & Company Brokerage, Bulova accounts
1965-1968Joined Norman, Craig & Kummel; served as Vice-President and Management Supervisor; responsible for American Tobacco Company, Hertz, Revlon accounts
1968-1971Joined J.M. Mathes, Inc. as Executive Vice-President
1972Became Vice President of Marketing for the supermarket chain Food Fair/Pantry Pride, based in Philadelphia
1978Founder and President of The Sosna Company, consulting firm specializing in supermarket advertising and marketing; pioneered frozen food advertising for Keystone Foods
1979-1988Contributed regular column to Grocery Marketing Magazine, Sosna on Advertising
1981-2000Founder, editor, and publisher of monthly Supermarket Advertising Newsletter; established Sosna as a leading voice in the supermarket advertising industry
Sponsored annual Supermarket Ad Expo at venues across the country
2000Retired after over fifty years in advertising
2001Published Dodge #9: How To Never Make a Mistake: Achieving Success in a World That Is Always Looking for Someone to Blame

Subject Headings

Preferred Citation

[Identification of item], Sheldon B. Sosna Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University

Provenance

The Sheldon B. Sosna Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as gifts in 2003 and 2004.

Processing Information

Processed by Casey A. Jarrin

Completed January 3, 2005

Accessions 2003-0243 and 2004-0068 were merged into one collection, described in this finding aid.

Descriptive sources and standards used to create this inventory: DACS, EAD, NCEAD guidelines, and local Style Guide.