Word: roventini
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...smokes to friends, sweet-talking nightclub ciggie girls into handing customers only Philip Morris when they'd ordered another brand; by 1933, he was the company's vice president for sales and there created one of the world's most famous living trademarks, hiring midget John Roventini to bawl "Call for Philip Maw-ress." His company never led the industry, but largely because of him it grew from $4,000,000 in 1933 to $400 million by the time he retired...
...trick was turned chiefly by an offbeat advertising campaign that plugged Philip Morris 1) with Midget Johnny ("Call for Philip Morris") Roventini, who now gets $20,000 a year, is insured for $100,000 against growing an inch, and has two understudies, 2) by paying college students to pass cigarets out to friends...
...Other anniversaries of the week: Chicago's WLS (16 years), producer of National Barn Dance; "Johnnie" Roventini, midget trade-mark (seven years) of Philip Morris cigarets...
...mint where radio's catch phrases are coined, a busy worker is Adman Milton Harry Biow. In association with Arde Bulova some eight years ago he put the radio on Bulova Watch time. Three years later, for Philip Morris, he took Midget Johnny Roventini out of a hotel lobby, put his treble "Call for Philip Morris" on the air. After 20 years in advertising, the same 20 years in matrimony, intense, jittery Milton Biow boasts that his two loves remain his business, his wife...
...sort of talk would presumably have made little impression in a world full of cigaret claims had not Philip Morris' smart advertising agent Milton Biow had a brain wave. He remembered an old Philip Morris slogan, "Call for Philip Morris," and hired a shrill-voiced dwarf named John Roventini to chant it on the radio...