Scotch Tape ad from 1945 created by Ruskin "Russ" Williams
Scotch Tape is an amazing invention. While one can't make a wallet from it like one can with duct tape, it does not yellow like other tapes and sticks reasonably well. Created by Richard Drew — the man who spent two years inventing the first masking tape in 1925 — it started life in a most unusual way.
Drew was a banjo player hired by 3M to be a lab technician because they were impressed with his drive and ambition. Pretty soon they were trusting him to take new products to client sites for testing. And that's where the serendipity comes in:
Back then, 3M was a struggling sandpaper manufacturer. Drew spent his first two years checking raw materials and running tests. In 1923, 3M developed the first sandpaper that was waterproof. Drew was asked to take trial batches of the new stuff to a local auto body shop for testing. Thus, he happened to witness the auto painter's fateful show of temper.
Two-tone paint finishes on cars had just been introduced and become all the rage. Too late, however, auto manufacturers discovered that they had created a monstrous hassle for themselves.
During the spray painting of the cars, there was no effective way to keep one color masked from the other. Painters would improvise with newspapers, butcher paper, various glues, surgical adhesive tape and other unsuitable products. That day in the auto body shop, Drew watched as the painter removed gummed Kraft paper from a shining new Packard, stripping the paint away with it.
Inspired, evidently, by sympathy — for he knew little about adhesives — Drew vowed to the furious painter right then and there that he would develop a tape to make two-tone paint application easy.
By happy coincidence, 3M management was searching for a way to diversify the company.
They gave Drew the time and financial backing to conduct some experiments.
"Scotch Brand Tape Sticking Strong at 70 — From banjo player to kitchen cook"
After some experiments — can you imagine any company today allowing a lab technician/sales representative to engage in product research and development, no matter how smart? — Drew had a version he was ready to try out with a customer. He took his roll of masking tape — a two-inch wide paper strip backed with adhesive — out for a field test:
He brought a prototype roll to a St. Paul auto painter. The painter carefully applied the masking tape along the edge of the color already painted and was just about to spray on the second color when the tape fell off. The annoyed painter examined the 2-inch wide tape and saw that it had adhesive only along its outer edges, but not in the middle.
Annoyed, the painter said to Drew, "Take this tape back to those Scotch bosses of yours and tell them to put more adhesive on it!"
The name — like the improved tape it inspired — stuck.
"Who Put The "Scotch" Into Scotch Brand Tape? How A Brand Name Was Born" by 3M
And that's where the Scotch brand came from. (I doubt anyone today would get away with suggesting a brand be named after the "frugal" nature of a people. It would be like, oh, naming a heart defibrillator "The Welsher" because it refuses to pay death its due.) Anyway, while Drew was working on masking tape he had a serendipitious enounter that changed the world:
While Drew was pursuing his research, he spoke with a fellow 3M researcher who was considering packaging 3M masking tape rolls in cellophane, a new moisture-proof wrap created by DuPont. Why, Drew wondered, couldn't cellophane be coated with adhesive and used as a sealing tape for the insulation batts?
In June 1929, Drew ordered 100 yards of cellophane with which to conduct experiments. He soon devised a tape product sample that he showed to the St. Paul insulation firm. Unfortunately, the sample didn't adequately solve that particular customer's problem. But the sample definitely showed promise as an aid to packaging other types of products.
Drew kept working. It took over a year for him to solve the many problems posed by his materials. Cellophane could indeed work as a backing for pressure-sensitive tape. But it was difficult to apply adhesive evenly upon it. Also, cellophane split easily in the process of machine coating. But for each such challenge, Drew found an answer. He discovered that if a primer coat was applied to cellophane, the adhesive would coat evenly. As for splitting, special machinery solved that problem. Finally, Drew developed virtually colorless adhesives to improve the aesthetics of the tape.
On Sept. 8, 1930, the first roll of Scotch™ Cellophane Tape was sent to a prospective customer. That customer wrote back with the following sound advice for 3M: "You should have no hesitancy in equipping yourself to put this product on the market economically. There will be a sufficient volume of sales to justify the expenditure."
"Fascinating facts about the invention of Scotch Cellophane Tape by Dick Drew in 1930."
Five years later, in 1930, Drew conceived the product that would bring 3M worldwide fame.
Like masking tape, this innovation was inspired by customer need.
A St. Paul firm had an order to insulate hundreds of refrigerated railroad cars. There was a problem: The insulation would have to be protected from the moisture of the refrigeration. It could be wrapped in waterproof material, but the wrap would need a waterproof seal.
The insulation firm consulted 3M, and Drew, now resident pressure-adhesives expert, began mulling over the challenge of inventing a waterproof tape.
In the meantime, while Drew was experimenting with new tape "recipes," DuPont came out with a revolutionary packaging material called cellophane. It was an immediate hit with food distributors, especially when it was made moisture proof.
When another 3M researcher showed Drew the new, filmy, transparent material, Drew had a flash of inspiration: Why not coat the stuff with adhesive? It already was waterproof.
By the time Drew came up with a prototype product, the insulation firm no longer was interested in waterproof tape. But many other companies were. The bakers, meat packers, confectioners, grocers and chewing gum manufacturers that had adopted cellophane food wrap all were clamoring for a moisture-proof, attractive way to seal their new packaging. But if the market was ready, the product was not. Moving the cellophane tape from the prototype stage to salability took Drew and his colleagues a year. It was a grueling period. Cellophane, it turned out, as a backing for adhesive, posed hideous difficulties. It curled near heat, split when machine-coated and wouldn't take the adhesive evenly. At the end of each day, a truck was needed to cart away the stacks of spoiled cellophane.
One by one, however, the 3M researchers solved the production problems. They discovered that if a primer coat was applied to the cellophane, the adhesive would hold evenly. They designed new coating machinery that protected the cellophane from splitting. And they stopped using the standard masking tape adhesive. Instead, they developed a new, almost colorless adhesive to preserve the transparency of the cellophane.
"Scotch Brand Tape Sticking Strong at 70 — Wanted: waterproof tape"
Scotch Cellulose Tape Tin circa 1930s
This, the world's first transparent tape, added a nearly invisible adhesive, made from rubber, oils and resins, to a coated cellophane backing. The adhesive was waterproof and withstood a wide range of temperature and humidity, because it was designed to seal cellophane food-wrap. But the public, forced by the Great Depression to be thrifty, found hundreds of uses for it at work and at home, from sealing packages to mending clothes to preserving cracked eggs.
Drew's creativity not only brought great financial success, it helped transform 3M into an R&D-driven company. His tape was helped along by the first tape dispenser (1935), and was perfected in Scotch (TM) Brand Magic (TM) Transparent Tape (1961), which never discolors or leaks, and can be written on while remaining invisible itself.
"Richard Drew (1899-1980) Transparent adhesive tape"
Novelty Scotch Tape Dispenser
Although the tape itself was invented in 1930 (patent 1,760,820), it took two years for the tape dispenser to be invented by John Borden, a 3M sales manager. (Shades of the chicken-and-egg problem posed by tinned foods and the can opener.) The invisible matte finish tape that we know and love was not invented until 1961. 3M's history talks about shortages of the tape during World War II:
By World War II, the product had become such a ubiquitous part of American life. 3M felt compelled to run advertisements apologizing to homemakers for the scarcity of the tape in stores across the country; available supplies of the product had been diverted to the front for the war effort. 3M promised "when victory comes 'Scotch' cellulose tape will be back again in your home and office."
"Scotch Brand Tape Sticking Strong at 70 — Wanted: waterproof tape"
World War II Ad Showing Anti-Chemical Warfare Body Bag
But what the company doesn't mention in its wartime history is a use that the Department of Homeland Insecurity would find all too apppropriate: preventing injuries from poison gas. Yes, that's right boys and girls, sixty years ago, during World War II, soldiers — or at least those back home — were being sold on the proposition that Scotch tape and cellophane — the day's equivalents to duct tape and polyethylene sheeting — would save the day against the evil hun:
If War Gas falls from the sky...
HE’LL BE READY!
Months ago, foresighted Chemical Warfare Service and Quartermaster Corps engineers designed a protective covering to guard our soldiers against blister gas. It’s a tent-like cloak big enough to completely cover its wearer, pack, rifle and all. Made of special gas-proof cellophane, it stops the searing splash of deadly vapors which burn through ordinary clothing, shoes, and skin. Even its seams are gas-proof — they’re sealed with your old friend "Scotch" Tape.
Stopping penetration of destructive chemicals, man-made or natural, is one of "Scotch" Tape’s commonest war jobs. It is used as a gas-proof, water-proof seal on scores of vital supply cartons used by our armed forces.
Naturally war needs have first call on "Scotch" Tape for the duration. We hope that if you miss its convenient help around the house, you’ll remember it’s still working for you wherever it is. When these war jobs are done, "Scotch" Tape will be available again for home use…better and handier than ever before.
I think the advantage of this outfit is that it doubles as a body bag after the soldier dies from exposure to toxic agents. I bought a copy of this ad from a dealer in vintage ads and have it in my marketing and advertising collection. (Day job. Don't ask.) I always keep a few rolls of Scotch tape at home, just in case I need to construct an emergency shelter against terrorist gas attacks. (The story that I'm using it for mundane tasks — like wrapping gifts, repairing torn paper, and building weapons of mass destruction — is just a canard.)
Sources and Further Reading
- History of Scotch Tape
- "Scotch Brand Tape Sticking Strong at 70 — From banjo player to kitchen cook"
- "Who Put The "Scotch" Into Scotch Brand Tape? How A Brand Name Was Born" by 3M
- Scotch brand
- "Fascinating facts about the invention of Scotch Cellophane Tape by Dick Drew in 1930."
- "Scotch Brand Tape Sticking Strong at 70 — Wanted: waterproof tape"
- "Richard Drew (1899-1980) Transparent adhesive tape"