Does anyone still use Cellophane?
Does anyone still use Cellophane?
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History of Cellophane
What happened to the King of Plastics?
Jacques E. Brandenberger
In 1900, a Swiss gentleman named Jacques E. Brandenberger was sitting at a restaurant table. He didn’t know it then, but his life was about to change. He was going to make history and change the world.
Brandenberger was born on October 18, 1872, in Zurich. He graduated from the University of Bern in 1895. He worked at a company called Blanchisserie et Teinturerie de Thaon when he invented Cellophane.
Brandenberger noticed a customer spill wine onto the tablecloth. As the waiter replaced the cloth, Brandenberger got the idea to develop a material that would repel liquid instead of absorbing it. His first step was to spray a waterproof coating onto fabric using viscose. The resulting coated fabric was too stiff, and the clear film easily separated from the cloth. He abandoned his original idea as the potential of the new material became apparent.
Brandenberger was awarded the Franklin Institute’s Elliott Cresson Medal in 1937 and passed away in July 1954. His estimated net worth at the time of his death was around $10 million.
How is Cellophane produced?
The original Cellophane material was made from wood cellulose, making it a bioplastic. Today, much of what we refer to as “Cellophane” is actually plastic wrap derived from petroleum. PVC has been used since the 1960s, and polypropylene since the 1980s.
In the manufacturing process, an alkaline solution of cellulose fibers (usually wood or cotton) known as viscose is extruded through a narrow slit into an acid bath. The acid regenerates the cellulose, forming a film. Further treatment, such as washing and bleaching, yields Cellophane.
History of Cellophane
- 1900 – Brandenberger’s initial idea to invent a coating material for textiles and clothes to make them stain-resistant is born.
- 1908 – Cellophane is invented. The original formula was made from wood cellulose.
- 1912 – Brandenberger invents the machine that would enable industrial production.
- 1917 – Brandenberger creates a company to manage his patents, La Cellophane S.A. (Société Anonyme).
- 1920 – Industrial production of Cellophane starts and has never stopped since then.
- 1923 – Brandenberger sells the rights of Cellophane in the US to DuPont.
- 1924 – Industrial production of Cellophane starts in the US.
- 1927 – Cellophane had a major problem: it was waterproof but not moisture-proof. A DuPont employee, William Hale Charch, improves the patent by making it moisture-proof, enabling food packaging applications.
- 1939 – 44 – Cellophane is classified as an essential material during WWII, used for packaging soldier’s rations and making vapor-resistant gas capes.
- 1947 – US vs. DuPont; the Cellophane Case. DuPont is accused of monopolizing and conspiracy to monopolize interstate commerce in cellophane and cellulosic caps and bands, violating Section 2 of the Sherman Act.
The Cellophane Brand
The word Cellophane was invented by Brandenberger, combining cellulose and diaphane (a French word meaning transparent).
The Cellophane brand became so famous that it turned into a generic term. It’s one of the only eponyms in the plastics industry. An eponym is when a brand name becomes the generic term for a product. Other examples include Styrofoam and Bakelite. Creating such a recognizable brand today would cost at least $150 million in communications and marketing.
Retail Revolution
Cellophane revolutionized shopping and packaging as the first see-through packaging. It allowed consumers to choose food based on visual appeal without sacrificing hygiene or freshness.
Cellophane changed shopping behaviors. Customers could pick products off the shelves directly instead of telling shop assistants what they needed.
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The first uses of Cellophane included wrapping chocolates, perfume, and flowers. The applications in the food industry became unlimited when William Hale Charch upgraded the formula by coating it with extremely thin layers of nitrocellulose, wax, a plasticizer, and a blending agent.
The J.E. Brandenberger Foundation
Brandenberger’s daughter, Irma Marthe, inherited her father’s estate in 1954. She established a foundation under her father's name in her will. She passed away in July 1986.
The foundation honors individuals who contribute significantly to the welfare of mankind. Irrespective of gender, religion, or political persuasion, it recognizes outstanding achievements in natural sciences, liberal arts, social work, and humanitarian culture.
The first award was given by the foundation on October 6, 1990.
Closing Remarks
More than an idea or product, Cellophane became a legend and a landmark in the chemical industry. It turned into a world-famous brand—the most famous plastic brand. More than a game-changer, Cellophane became a disruptor, earning the title King of Plastics!
What happened to the Cellophane brand today? It was bought by a Japanese company. What did they do with it? It appears they parked it in the garage.
Out of memory and respect for Mr. Brandenberger and all the marketers who worked on the Cellophane brand, we ask the following questions:
- Why buy the most famous plastic brand and let it die?
We have asked Futamura about the current situation regarding Cellophane, but we haven’t received a response yet!
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