What's in the Box? January 2007

This product was so dubbed by its manufacturer, Superior Industries, to promote “radio by candlelight,” a trend, Superior stated in an ad, that was “sweeping the country.” Apparently radio reception was improved when all other household items requiring electricity were turned off, a factor that this savvy vendor used to create a new use for a common product.

ANSWER: Radio Candles

Was it just an ingenious method for disposing of excess inventory and drive some excess revenue too? Or was it leveraging scientific fact to create a need? In either case, the spark of creativity behind "Radio Candles" was definitely electric. Noting that radio reception was improved when all other electrical products were turned off, Superior Industries created 15" candles and  promoted "radio by candlelight."  Considering that radio listening was a primary form of entertainment at the time — some 80 years ago — the company's ad campaign most probably had what today we would call — cutting edge appeal.