American Tourister
American Tourister is one of the oldest remaining luggage brands (founded in the 1930s), they have always been known for durability and economical luggage. Samsonite the biggest competitor to American Tourister in terms of size purchased the Company in 1993 for $70MM and put in their quality and customer service to go along with the well-crafted brand. American Tourister was most famous for their gorilla campaign from the 1960’s which demonstrated the durability of the line in a fun and unique way. This campaign also made Ad Age’s Top 100 Advertising Campaigns ranking in at number 94 of all-time.
American Toursiter was founded by Sid Koffler after working for a luggage factory in the 1920s. Sid noticed the poor quality of the luggage being made at the time, and in 1933 he started American Luggage Works in a vacant grocery store in Providence, Rhode Island. Known as a good regional brand at the time in the northeast United States, Sid invested heavily into the Company in the 1950s and made the American Tourister line what it is known today.
The tipping point for American Tourister was in the 1950s when American Tourister started to develop luggage with Molded Plastic that was developed by Hawley Products. Molded Plastic was a material used in World War II in shell casings and Pith Helmets. The luggage was virtually indestructible, and was the catalyst behind the famous Gorilla campaign, shown in pictures below.
American Tourister ad displaying their product “from $20!”
A screenshot of the famous gorilla, which was actually a man in a $20,000 gorilla costume, made with everything to mechanical eyebrows.
January 24th, 2007 at 6:49 pm
Is it possible to get a picture of the gorilla standing on the luggage as in the ad. We would like to use it in a sales meeting. By the way, we sell air compressors not luggage. It is not to be published nor used in sales in any way but only used as a prop in the meeting.
I would need it in the next 5 days and would. If not, could you direct me to where I could locate a picture.
Many thanks,
Jan Rusmisell
August 3rd, 2007 at 1:19 am
the above info in not correct … that was a real gorilla that did the original TV spot in the 60’s. I was the actor that played the gorilla in all 10 commercials beginning in 1980. Otto the original gorilla recently passed away in Florida. I’m still going strong and playing gorillas as of 8/3/07. Cheers!
February 16th, 2008 at 3:28 pm
We purchased an American Touristor bag and should have had the gorilla test it before we bought it. On the second trip we took with the bag, the pull handle broke off and made pulling the bag worthless. Two wires kept coming out when we laid the bag down and we weren’t able to remove them until we returned home. We wondered if there was any kind of guarantee on this part of the bag?
Thank you
April 23rd, 2008 at 7:33 am
That’s not a gorilla in the ads, by the way. It’s a chimpanzee. I don’t know why everyone, including Don, thinks it’s a gorilla.
May 14th, 2008 at 4:43 am
my AT bag is 25 years old and still works.
June 7th, 2008 at 11:42 am
Wsan’t the original ad written by Stuart Rosenwasser?
November 23rd, 2008 at 11:36 pm
I have a hatbox suitcase that was my great-gradmothers from the 1960s. My sister and I have used it for years. It is still in great shape. I’d have to say it is probably the best piece of luggage my family has had.
December 11th, 2008 at 5:29 am
I believe that chimp now works for UPS as a sorter….