9. FOR THE FRENCH, IT'S ALL ABOUT LIGHTERS.
The traditional feasts and celebrations around Saint Joseph began to fade in 20th century Europe, especially in the years after World War II, so to reignite consumer interest in spending money on dear ol’ dad, a French lighter company called Flaminaire created a new Father's Day in 1949 to help sell their products. With the help of an expansive ad campaign, the company drummed up brand awareness in the guise of a holiday, and Father's Day (called Fête des Pères) has been observed in France ever since.
|