Joseph Pedott, a pioneer in the advertising industry, passed away on June 22 at the age of 91. Pedott is best known for launching the iconic Chia Pets into American consumer culture. The Chia Pet, a terra cotta figurine from Mexico that sprouts hairlike grass when watered, became a sensation thanks to Pedott’s innovative marketing strategies.
The Chia Pet’s journey to fame began in 1977 when Pedott stumbled upon it at a trade expo in Chicago. The head of sales at the Thrifty drugstore chain dismissed the Chia Pet as a “stupid item,” but Pedott saw its potential. He bought the rights to the Chia Pet, secured a better deal with the manufacturers in Mexico, and began advertising it with a catchy jingle: “ch-ch-ch-Chia.”
Pedott’s advertising campaign was a resounding success. By 2018, Americans had purchased approximately 25 million Chia Pets. Even those who never owned a Chia Pet became familiar with it through television. The Chia Pet’s versatility allowed it to be both a gag gift and a home decor item, much like the famous Big Mouth Billy Bass.
Competing with other novelty pet products like the Pet Rock and Tamagotchi, the Chia Pet stood out due to its unique organic nature. Its popularity extended beyond its physical form. The Chia Pet became a metaphor for various human activities and even influenced artwork and hairstyles.
Over the years, Chia Pets have been modeled after famous figures such as Willie Nelson, Bob Ross, Barack Obama, and Donald Trump. Chia Pets became more recognizable than the chia seeds themselves, which gained popularity as a nutritional item.
In addition to the Chia Pet, Pedott found success with another invention called the Clapper. Though it didn’t achieve the same level of fame as the Chia Pet, its slogan “Clap on, clap off” became another memorable piece of late-20th-century advertising.
Pedott’s advice for creating memorable ads is simple: repetition works. He believed in staying consistent and repeating catchy phrases or jingles.
Born in Chicago in 1932, Pedott faced financial struggles during his early years. He ran away from home at 16 but found support from a nonprofit organization. Pedott worked his way through college and eventually established his own ad agency. He later moved to San Francisco, where he lived until his passing.
In his later years, Pedott donated money to the organization that had helped him during his youth, as well as various Jewish causes. He sold Joseph Enterprises, his company responsible for the Chia Pet, to National Entertainment Collectibles Association in 2018.
Although the Chia Pet may be seen as a symbol of a bygone era, its current owners believe it remains relevant and even prophetic. They create Chia Pets resembling the Democratic and Republican presidential nominees, indicating the product’s continued cultural significance. In fact, Chia Pet sales have been used as a predictor of past election outcomes.
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