Today I learned that the most successful Christmas product of 1975 was a rock. Just a regular rock. Gary Dahl, an advertiser from California, was sitting in a bar listening to his friends complain about their pets — feeding them, walking them, cleaning up after them — and jokingly said that he had the perfect pet: a rock. It doesn’t need to be fed, doesn’t poop, doesn’t die. What began as a joke that evening turned into a business plan. Dahl bought smooth pebbles from Rosarito Beach in Mexico for about a cent apiece and sold them for $3.95 each. Each rock came in a cardboard carrying case — with “breathing” holes and straw bedding inside. And here’s the main point: the product wasn’t the rock. The product was the accompanying 32-page care and training manual, written with a stone-faced (pardon the pun) seriousness: the commands “sit” and “stay” are learned instantaneously by the pet, “come here” and “fetch” not so much, and it performs the command “die” brilliantly.
In a few months, more than a million units were sold, Dahl became a millionaire, and he was written about in magazines and invited on television shows. By the beginning of 1976, it was all over, warehouses remained with unsold rocks, and attempts to repeat success with other novelty products failed. Dahl died in 2015, but the Pet Rock brand lives on: you can still buy a rock in its branded box today.
(How I found this out. I’m currently reading Gone Girl by Gillian Flynn and came across the phrase “They were the Pet Rock of parenting.” – about Amy’s parents. I didn’t understand it and went to Google what this Pet Rock was.)
Hi, I'm Rauf Aliev. 