2. First Event (1)

Hopkins' first advertising success with Swift & Company came in planning a large event for Rothschild & Company. The client was opening a new store in Chicago. Hopkins proposed an innovative plan that would later be imitated by many other advertisers.

Two weeks before the opening of the new store, Hopkins asked the advertising manager of Rothschild & Company manager to let him use the company's large bay window for a unique exhibit. Hopkins told the manager that he would build the largest cake in the world, advertise the cake in the newspaper, and make the cake the biggest t feature in the opening of the new store. Hopkins used Cotosuet- a product of Swift & Company to make the cake, rather than normal butter. Then they emphasized the message that a product superior to butter would definitely be superior to the butter produced by the Swift's competitors.

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