In 1950, Simon & Schuster published a new children’s book, Dr. Dan the Bandage Man. Publisher Richard Simon decided to include a few bandages with each copy as a publicity gimmick. He wired a friend at Johnson & Johnson:
PLEASE SHIP TWO MILLION BAND-AIDS IMMEDIATELY.
The friend wired back:
BAND-AIDS ON THE WAY. WHAT THE HELL HAPPENED TO YOU?