Red text inside a cartoon speech bubble on a white background.

This memorable advertising catchphrase from Wendy's fast-food chain restaurant first aired on television in January 1984. In January of 1984, Wendy's fast-food chain aired a television commercial declaring "Where's the beef?" The popular commercial featured three elderly women examining the tiny hamburger of fictional competitor, Big Bun. Clara Peller, an overnight success at age 81, is pictured yelling, "Where's the beef?!" The hugely popular ads increased Wendy's sales by 31% but came to an unexpected end when Peller appeared in a 1985 commercial for Prego pasta sauce announcing that she finally found the beef. 

Black text printed on probably white background. Slightly skewed printing to the top right.

"The Old Reliable," Sweet Caporal Cigarettes were produced by Kinney Bros. Tobacco Company, New York starting in 1878. Shortly after, Kinney Bros merged into the giant American Tobacco Company. A.T.C.'s monopoly was broken in 1911 but they retained Sweet Caporal. The popularity of the brand may be linked to its novel use of collectible cigarette cards and pinback buttons included in each pack. There was a series of conversation starters such as "What will you take for it?," "Here's your hat," and "what's your hurry," illustrated Mutt and Jeff phrases, American flags, an Aircraft Spotter Series in the 1940s ("Learn to know friend from foe"), and many baseball series over the years.

It might be hard to imagine that baseball cards were the prize inside a pack of smokes, but these tobacco company promotional items were instrumental in the proliferation of baseball cards (and Sweet Caporal wasn't the only brand sponsoring them). One conscientious player, Honus Wagner, objected to the association. The company pulled his card after he announced he "did not care to have his picture in a package of cigarettes." Unsurprisingly, one of the 57 Wagner cards produced in 1909-1911 sold in 2007 for $2.8 million, the highest price ever for a baseball card. Sweet Caporal brand was discontinued in the US in 1969 after the introduction of a filtered version, but continued in Canada until 2011.

Black text on a white background.

Sweet Caporal Cigarettes issued pinback buttons and trading cards as premiums with their cigarette products. There was a series of premiums that had witty sayings from the turn of the century. Phrases included "What's your hurry," "You make me grin," "Wanted a wife." "The Old Reliable," Sweet Caporal Cigarettes were produced by Kinney Bros. Tobacco Company, New York starting in 1878. Shortly after, Kinney Bros merged into the giant American Tobacco Company. A.T.C.'s monopoly was broken in 1911 but they retained Sweet Caporal. The popularity of the brand may be linked to its novel use of collectible cigarette cards included in each pack. There was illustrated Mutt and Jeff phrases, American flags, an Aircraft Spotter Series in the 1940s ("Learn to know friend from foe"), and many baseball series over the years.

It might be hard to imagine that baseball cards were the prize inside a pack of smokes, but these tobacco company promotional items were instrumental in the proliferation of baseball cards (and Sweet Caporal wasn't the only brand sponsoring them). One conscientious player, Honus Wagner, objected to the association. The company pulled his card after he announced he "did not care to have his picture in a package of cigarettes." Unsurprisingly, one of the 57 Wagner cards produced in 1909-1911 sold in 2007 for $2.8 million, the highest price ever for a baseball card. Sweet Caporal brand was discontinued in the US in 1969 after the introduction of a filtered version, but continued in Canada until 2011.

Black text on yellowish green background. Illustration shows the head of a man with a yellow turban and a large, droopy mustache.

Pinback buttons were distributed at the 1939 New York World's Fair to advertise a brand of laxative called Saraka manufactured by the Schering Corporation. The product touted its two-part approach to curing constipation, "Bulk Plus Motility," and carries the Good Housekeeping seal. The suffering Saraka "Sultan Inbad the Ailer" and his story were illustrated in charming cartoons carried in LIFE magazine (Aug. 21, 1939).

Photograph of an English muffin with a large pat of butter on a plate with black and white text on an orange background.

Samuel Bath Thomas, an Englishman who emigrated to New York City in 1874, opened his bakery in 1880. The famous muffin that bears his name was a fancy alternative to toast that quickly became popular in the US. Trademarked in 1926, the brand Thomas' English Muffin was reported to be first used in 1894; this puts Thomas' invention of the muffin at about this time. The muffins' unique "nooks and crannies" are advertised to be less dense than competitive brands and are a prized corporate asset of current owner Bimbo Bakeries.

The secret recipe is held by only seven employees at the company. So what happens when one of the lucky seven decides to jump ship and take a job at rival Hostess...lots of lawyers appear to battle over "nooks and crannies"!

But maybe some clues can be found elsewhere. How about the 15' x 20' oven found hiding in one of Thomas' original NYC bakeries. The massive brick oven was uncovered by the current owners during a 2006 DIY renovation.

The word "THINK" in brown on white background, the word "MINK" in white on brown background.

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White background with black text. Illustration  has yellow, red, blue and peach and portrays a rancher with a long-mustached, big hat and bandana around his neck. It is signed "TAD" and not the usual Goldberg signature.

Rube Goldberg, the cartoonist responsible for this line of "I'm the Guy" buttons is more famously known for his illustrations of inventions that were funny and complicated. His name is in the Webster dictionary and is defined as "accomplishing by complex means what seemingly could be done simply". He was a dedicated cartoonist, doing both political and comical cartoons. Goldberg is also a founding member of the National Cartoonist Society whose Reuben Award is named after his proper name, Rueben.

The popularity of the "I'm the guy..." slogans caught the eye of tobacco marketers. So if you wanted one of these buttons back in the 1910's, you'd have to buy some of their cigarettes. 

There was even an "I'm the guy" song !

However, this illustration was created for the "I'm the guy" line by one of Goldbergs contemporaries, Thomas Aloysius Dorgan, or "Tad". Professionally, Dorgan worked as a cartoonist for the New York Journal, writing and drawing for the paper's sports section. He is responsible for coining numerous American slang terms such as: "for crying out loud", "applesauce", "the cat's meow", and his most notable and controversial phrase "hotdog". While the phrase "hotdog" took off as a reference to the newly created sausage, Dorgan's usage of the term is originally linked to a now lost illustration of a dachshund dog between two buns he is said to have created. Today there is much dispute about whether Dorgan really did or did not coin the term first.

Blue and black stripes on left side, crest design on the right with watch hands at 10:10 in the middle.

The face of the Sir Swatch watch which was part of Swatch's 1986 Spring/Summer collection. The Swatch brand became popular in the 1980s for its trendy timepieces. Swatch, a contraction of "second watch" was a successful attempt to get consumers to rethink the wrist watch. Instead of another stale, old, expensive piece of jewelry, the company introduced inexpensive, plastic, Swiss made watches carrying novel designs, colorful watchbands, and fun watch guards which made the product more of a fashion accessory than a time-keeping device. They also invited leading artists to create designs. Over the years, Keith Haring, Moby, Yoko Ono and Spike Lee among others, have created their own Swatch. Begun in 1983, the company has grown into the world's largest watch company, having acquiring several other leading brands.

Egyptian art motifs with pink and black background with centered watch hands.

The watch face of the Swatch Osiris watch was part of Swatch's 1986 Spring/Summer collection. The Swatch brand became popular in the 1980s for its trendy timepieces. Swatch, a contraction of "second watch" was a successful attempt to get consumers to rethink the wrist watch. Instead of another stale, old, expensive piece of jewelry, the company introduced inexpensive, plastic, Swiss made watches carrying novel designs, colorful watchbands, and fun watch guards which made the product more of a fashion accessory than a time-keeping device. They also invited leading artists to create designs. Over the years, Keith Haring, Moby, Yoko Ono and Spike Lee among others, have created their own Swatch. Begun in 1983, the company has grown into the world's largest watch company, having acquiring several other leading brands.

White background with black text and an shades of red and blue with an illustration of a thoughtful-looking man with glasses and a big red nose.

Rube Goldberg, the cartoonist responsible for these "I'm the Guy" buttons is more famously known for his illustrations of inventions that were funny and complicated. His name is in the Webster dictionary is defined as "accomplishing by complex means what seemingly could be done simply". He was a dedicated cartoonist, doing both political and comical cartoons. Goldberg is also a founding member of the National Cartoonist Society whose Reuben Award is named after his proper name, Rueben.

The popularity of the "I'm the guy..." slogans caught the eye of tobacco marketers. So if you wanted one of these buttons back in the 1910's, you'd have to buy some of their cigarettes. 

There was even an "I'm the guy" song !