The Stubby Cooler- from it’s introduction has been a great promotional gift
Wednesday, June 3rd, 2009Need can produce this force that pushes us to invent new ways of doing things. Way back in 1972, Malcolm Lock, a South Australian entrepreneur, was under pressure. His achievements in the new field of wetsuit manufacturing, saw him encumbered with bins and bins of neoprene off-cuts to throw away, and all this was consuming money.
Malcolm was also a crazy surfer who in his leisure time imbibed the odd drink or two. On one social function, having drunk a few beers, he noted whilst holding a stubby how fast, his hand became too cold, and his drink too hot.
In one twinkle of genius, the stubby cooler was born. And in the very next second he envisaged the possibilities for advertising content, logos and mottos emblazoned around his new invention – and so was born the promotional stubby cooler.
At that time the promotional products business was very much in its infancy. Nonetheless, people understood, once the initial product outlay was spent, in essence, you receive “free advertising” for the whole life of the product. With every use, that stubby cooler is out there creating brand awareness for you, communicating your message, building customer loyalty and bringing sales.
The premiere production of promotional stubby coolers were made for JR’s Surf Shop in Adelaide, South Australia - and to this day stubby coolers are a popular choice of promotional product.
From this innovative idea, a whole industry has grown to assist drinkers to drink colder beer. There are many variations to Malcolm’s original design; there are lay flats, long walled, single color printed, all the way to full color printing. And despite the elapse of time, the simplicity and functionality of the “original stubby cooler” design prevails.
There are doubtlessly many many drinkers everyday who have drank stone-cold beer for longer because of Malcolm’s creative streak.
As long as Australians’ want to enjoy a cold beer, the stubby cooler will be there
Today, Malcolm is taking a well earned rest from making wetsuits and stubby coolers though his “original stubby cooler” design lives on, such was the excellence of his idea.