…as the world’s freebie of choice and its most cost-effective and appealing advertising vehicle.”
Great Feature from the New York Times 10/20/2009 re. The Renaissance of Match Advertising!
In the face of many cities’ anti smoking enforcement “…match boxes serve as the finishing touch on an ambience calculated to dislocate the present tense.” says Dona Savitsky, a former smoker, who is the owner of the retro themed restaurant FLORA located in Oakland, CA.
“Savitzsky’s experience is echoed by a number of restaurateurs across the country, who concur that matches may be experiencing a fragile renaissance as the dining world’s freebie of choice and its most cost-effective and appealing advertising vehicle.”
“Ms. Savitsky confirms that only a fraction of Flora’s matchboxes are taken for their ostensible purpose. Their overriding utility, aside from lighting the odd candle, is promotional: “They go out into the world, and they bring people back.”
“A Chicago spot, 33 Club, named for the year Prohibition was repealed, opened in August without matches, but that’s only because Jerry Kleiner, the restaurateur, is perfecting the design. “When they’re done right, they’re a piece of art,” said Mr. Kleiner, who envisions an oversize blue and gold-leaf matchbox bearing a crest and the 33 Club logo.
Mr. Kleiner operates eight other restaurants in the area, none of which has matches. “We had them till the antismoking thing happened and they fizzled out,” he said. “But I think I’m going to bring them back.”