Evening star., 1937-10-17
October ~, 1887

He Spurned his aCldOphlluS milk. lie went
to the corner drug store and drank black
coffee. He pranced Importantly into the sub
way, showed his way onto the most crowded
car, battle in his blood!
The minute he opened the office door he
heard old IK.P. roaring!
Il know psychology" I.k.P. shouted. no
BODY wants pimples or facial blemishes and
everybody has them. Why doesn't this prod
uct SELF"
Because" Homer said, 1T isn't properly
boxed"
There was dead silence Brennan who wrote
the copy for Pepper Brothers Pimple Cure,
and Randall, who bought space, turned and
stared at Homer IKP. looked up at him in
amazement.
I.K.P. was the high-powered executive
from his iron gray hair to his spats. He in
sisted his success was due to hls extraordi-
nary acknowledge of human nature. Il knowp psy-
chology!'' was phrase he used so often, the
whole office called him. "I.K.P."
Whats that, Meadows?" he demanded.
'"What do you mean, it isn't properly boxed!
Look at it,. Homer threw his hat down on
I.KPs desk and picked up the tube OF
pimpe cure.
did YOU ever see anything uglier than
this loud orange box with big vulgar black
type? Pimple Cure. what revolving name!
What discriminating woman would have this
in her boudor? What sensitive adolesCent
youngster would be caught with it in his pos
session? say, box it daintily. Make it not
only no(fensive but decorative, and 1t will be
in every home in AmeriCa!"
IKP. sat up. GO on" he said.
+, PERSONALLY" Homer said, Il would sug-
gest an attractive jar, lovely shade OF green
with an orchid top. Don't call it Pimple
Cure Call it Love Balm or Passion
Glow -"
"Huhw IKP said Pull up chair,
Homer, and let's talk this over"
Homer had lunch that day with the head OF
Pepper Brothers. His heart was jumping but
his head was high. The waiter was obsequl-
ous Homer thought of Ruby.
Back at the Office, he was dynamo OF
energy. He felt P. was aware of the change
in him and liked it. 1t made him glow.
At half past six. Homer walked into "Ye
Tulip Bowl" He stepped in front of Mr..
Gruelbutch who sat behind the cash register.
=. ''Mr Gruelbutch," Homer said, Il notice
by the menu in the window that you have
chicken outlets tonight"
yeah, so what?" Mr. Gruelbutch said.
49," Homer drew himself up. 81 expect to
get chicken cutletst' He marched back to his
usual table.
Chicken outlets" he said to Ruby
Were out" Ruby said. I'VE got goulash."
"Send for the manager" Homer roared. Il
will not countenance this deception any
longer!" He pounded his fist on the table.
Say" Ruby said, ''have you gone nuts?'
"You can't advertise something you haven't
got!' Homer said. 'Ill have chicken outlets
or know the reason why!
The other diners turned and looked at
Homer. His face was red but determined.
I'VE haven't got chicken outlets" Ruby
said. now why don't you take macaroni -"
Homer snatched his hat, pushed Ruby
aside and strobe to the cash register.
Mr. Gruelbutch, am leaving this dingy
excuse for restaurant and l am never COM
ing backr he announced. Moreover, l am
going to report you for serving liquor without
license, have seen it with my own eyes!'
Gruelbutch looked at Homer in amazement.
whats eat'n you?" he said Whats all
the row."
"You advertise and lure the public in here
| on the pretext that YOU serve de luxe dinner