The Centaur Company
Encyclopedia
The Centaur Company, founded in 1871, owned and marketed proprietary medicines, notably, the stimulant laxative
Fletcher's Castoria and the ointment Centaur Liniment. The company is historically significant in that it was a driving force during the early development of mass marketing
and advertising.
at 80 Varick Street, New York City to purchase the rights to and manufacture the laxative Pitcher's Castoria, renamed Fletcher's Castoria after the founder. Together with Demas Barnes
and Joseph B. Rose who had purchased the formula for Centaur Liniment that same year, manufacturing began.
In 1923 Sterling Drug
purchased a 1/4 interest in The Centaur Company and eventually purchased the entire company.
In 1934, the Centaur Company Division of Sterling Products (later called Sterling Drug
) purchased Z.B.T. products from the Crystal Corporation.
In 1984, Sterling Drug sold Centaur's raison d'être product, Fletcher's Castoria, to Mentholatum
Co Inc.
Between 1870 and World War II "Children cry for Chas. H. Fletcher's Castoria" was one of the best known advertising slogans.
At the opening of the Brooklyn Bridge
in 1883, Chas. H. Fletcher put ads on virtually every blank wall in sight. They are quite visible in images of the opening of the bridge.
In the 1920s, Centaur was one of the earliest advertisers targeting women directly. Their advertising prior to that had targeted both men and women, but in the 1920s they began to advertise additionally in the new publications specifically targeting women.
Centaur was an early practitioner of the use of celebrities in mass advertising. One famous ad had the company represented by the P.T. Barnum's famous circus
star Jumbo
, the giant elephant
.
The Centaur Company also did some racially targeted advertising, some of which featured the legendary boxer Joe Louis
.
There were two "Fletcher's Castoria" B-17 Flying Fortress bombers during World War II, both part of the 100th Bomber Group. The first was lost, but the crew survived. The second survived the war. Its pilot was William H. Fletcher (not a descendant of Charles Henry Fletcher), hence its name.
Laxative
Laxatives are foods, compounds, or drugs taken to induce bowel movements or to loosen the stool, most often taken to treat constipation. Certain stimulant, lubricant, and saline laxatives are used to evacuate the colon for rectal and/or bowel examinations, and may be supplemented by enemas under...
Fletcher's Castoria and the ointment Centaur Liniment. The company is historically significant in that it was a driving force during the early development of mass marketing
Mass marketing
Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is type of marketing of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible...
and advertising.
History
In 1871, The Centaur Company was formed by Charles Henry FletcherCharles Henry Fletcher
Charles Henry Fletcher organized and led The Centaur Company, makers of the eponymous "Fletcher's Castoria", serving as President and General Manager.-Birth and relatives:...
at 80 Varick Street, New York City to purchase the rights to and manufacture the laxative Pitcher's Castoria, renamed Fletcher's Castoria after the founder. Together with Demas Barnes
Demas Barnes
Demas Barnes was a United States Representative from New York.-Accomplishments:...
and Joseph B. Rose who had purchased the formula for Centaur Liniment that same year, manufacturing began.
In 1923 Sterling Drug
Sterling Drug
Sterling Drug was a global pharmaceutical company based in the United States, known as Sterling-Winthrop, Inc. after the merger with Winthrop-Stearns Inc. and then as Sterling Winthrop Pharmaceuticals, whose primary product lines included diagnostic imaging...
purchased a 1/4 interest in The Centaur Company and eventually purchased the entire company.
In 1934, the Centaur Company Division of Sterling Products (later called Sterling Drug
Sterling Drug
Sterling Drug was a global pharmaceutical company based in the United States, known as Sterling-Winthrop, Inc. after the merger with Winthrop-Stearns Inc. and then as Sterling Winthrop Pharmaceuticals, whose primary product lines included diagnostic imaging...
) purchased Z.B.T. products from the Crystal Corporation.
In 1984, Sterling Drug sold Centaur's raison d'être product, Fletcher's Castoria, to Mentholatum
Mentholatum
The Mentholatum Company, Inc., founded in 1889 by Albert Alexander Hyde, is a maker of non-prescription health care products. It was bought out by Rohto Pharmaceutical Co., a Japanese health care company, in 1988...
Co Inc.
Advertising
In the 1870s, The Centaur Company began doing significant advertising to create its brands, but primarily the advertising was for Castoria. Castoria ads from the 1870s through 1920s are still visible today on the buildings of New York.Between 1870 and World War II "Children cry for Chas. H. Fletcher's Castoria" was one of the best known advertising slogans.
At the opening of the Brooklyn Bridge
Brooklyn Bridge
The Brooklyn Bridge is one of the oldest suspension bridges in the United States. Completed in 1883, it connects the New York City boroughs of Manhattan and Brooklyn by spanning the East River...
in 1883, Chas. H. Fletcher put ads on virtually every blank wall in sight. They are quite visible in images of the opening of the bridge.
In the 1920s, Centaur was one of the earliest advertisers targeting women directly. Their advertising prior to that had targeted both men and women, but in the 1920s they began to advertise additionally in the new publications specifically targeting women.
Centaur was an early practitioner of the use of celebrities in mass advertising. One famous ad had the company represented by the P.T. Barnum's famous circus
Circus
A circus is commonly a travelling company of performers that may include clowns, acrobats, trained animals, trapeze acts, musicians, hoopers, tightrope walkers, jugglers, unicyclists and other stunt-oriented artists...
star Jumbo
Jumbo
Jumbo was a large African Bush Elephant, born 1861 in the French Sudan – present-day Mali – imported to a Paris zoo, transferred to the London Zoo in 1865, and sold in 1882 to P. T...
, the giant elephant
Elephant
Elephants are large land mammals in two extant genera of the family Elephantidae: Elephas and Loxodonta, with the third genus Mammuthus extinct...
.
The Centaur Company also did some racially targeted advertising, some of which featured the legendary boxer Joe Louis
Joe Louis
Joseph Louis Barrow , better known as Joe Louis, was the world heavyweight boxing champion from 1937 to 1949. He is considered to be one of the greatest heavyweights of all time...
.
There were two "Fletcher's Castoria" B-17 Flying Fortress bombers during World War II, both part of the 100th Bomber Group. The first was lost, but the crew survived. The second survived the war. Its pilot was William H. Fletcher (not a descendant of Charles Henry Fletcher), hence its name.