Current:Home > MyThe marketing whiz behind chia pets and their iconic commercials has died -Secure Horizon Growth
The marketing whiz behind chia pets and their iconic commercials has died
View
Date:2025-04-17 07:46:01
Joseph Pedott was ahead of the wave on ch-ch-ch-chia seeds, TV advertising, and plants as the new pets.
Who is he? Joseph Pedott was an advertising executive and entrepreneur, best known for introducing Chia Pets to consumers after coming across the invention at a trade show in the late 1970's.
- Pedott was born in Chicago, and had a difficult childhood.
- Following his mother's death at 13, Pedott fled his abusive father at 16, and subsequently lived at a YMCA.
- Through the help of a Chicago nonprofit, Pedott was able to attend college at The University of Illinois Urbana-Champaign and went on to start his own advertising firm.
- Pedott's experience in the advertising world and his product savvy helped drive the huge growth of chia pets, but he also worked on other iconic products like the clapper light switch. ("Clap on, clap off.")
- Pedott died on June 22 at the age of 91 in San Francisco, according to the New York Times.
What's the big deal? I can't put this more clearly: ch-ch-ch-chia!
- In 1977, Pedott attended a housewares convention, where he stumbled upon the rudimentary version of a chia pet, a terra cotta figure with 'fur' made from chia seed sprouts.
- He took a liking to the product, and thought it simply "needed better advertising." So, he bought the rights and all of the product inventory for $25,000, and went on to create one of the most infectious ad campaigns of the late 20th century.
Want more on business? Listen to Consider This on how the prospect of manufacturing goods in America is trickier than it sounds.
- Pedott also forecast the trend of people turning to plants as their new pets, a cultural phenomenon that took off during the pandemic.
- Pedott's company, Joseph Enterprises, estimated in 2018 that they had sold more than 25 million chia pets in the U.S. alone, making them a hugely popular pet option for Americans over the past few generations.
What are people saying?
Here's Pedott on his reaction when he first saw the Chia pet:
The first one I ever saw was very crude — it had scorch marks from the oven, and only three of its legs could touch the surface at once — but I liked it.
And his business wisdom in an interview with the National Museum of American History:
Ideas are the cheapest thing in the world. It's executing them that gets involved.
So, what now?
- Pedott was committed to giving back to the social services that supported him growing up, and donated to student assistance programs and funds for low-income, first-generation college students.
- His approach to business was similarly generous: he was always open to funding new ideas, and working with inventors to make their products a success.
Learn more:
- An Orson Welles film was horribly edited — will cinematic justice finally be done?
- Beloved chain Christmas Tree Shops is expected to liquidate all of its stores
- Shein invited influencers on an all-expenses-paid trip. Here's why people are livid
veryGood! (1)
Related
- Current, future North Carolina governor’s challenge of power
- It Ends With Us' Brandon Sklenar Reacts to Blake Lively, Justin Baldoni Feud Rumors
- Rob Kardashian Reacts to Daughter Dream Kardashian Joining Instagram
- Israeli soldiers fatally shot an American woman at a West Bank protest, witnesses say
- Will the 'Yellowstone' finale be the last episode? What we know about Season 6, spinoffs
- Ralph Lauren takes the Hamptons for chic fashion show with Jill Biden, H.E.R., Usher, more
- Stakeholder in Trump’s Truth Social parent company wins court ruling over share transfer
- Donald Trump might make the Oscar cut – but with Sebastian Stan playing him
- Who's hosting 'Saturday Night Live' tonight? Musical guest, how to watch Dec. 14 episode
- Woman who fell trying to escape supermarket shooting prayed as people rushed past to escape
Ranking
- Louvre will undergo expansion and restoration project, Macron says
- August jobs report: Economy added disappointing 142,000 jobs as unemployment fell to 4.2%
- Check Out Lululemon's Latest We Made Too Much Drops, Including $59 Align Leggings & $68 Bodysuit for $29
- Nebraska is evolving with immigration spurring growth in many rural counties
- Apple iOS 18.2: What to know about top features, including Genmoji, AI updates
- Dick Cheney will back Kamala Harris, his daughter says
- Canadian para surfer Victoria Feige fights to get her sport included in 2028 Los Angeles Paralympics
- Father of Georgia high school shooting suspect charged with murder, child cruelty
Recommendation
Tarte Shape Tape Concealer Sells Once Every 4 Seconds: Get 50% Off Before It's Gone
A body in an open casket in a suburban Detroit park prompts calls to police
Small plane crash-lands and bursts into flames on Los Angeles-area street
Kate Middleton Shares Rare Statement Amid Cancer Diagnosis
Realtor group picks top 10 housing hot spots for 2025: Did your city make the list?
AP Decision Notes: What to expect in Delaware’s state primaries
Last Chance Nordstrom Summer Sale: Extra 25% Off Clearance & Deals Up to 80% on Free People, Spanx & More
Why Lala Kent Has Not Revealed Name of Baby No. 2—and the Reason Involves Beyoncé