Charles M. Berger

Charles M. Berger

Charles M. Berger (1936 – 2008) was a business executive who created several well-known advertising campaigns for Heinz ketchup.[1]

Biography

Berger, a Harvard Business School graduate, developed a series of advertisements highlighting the thickness of Heinz ketchup relative to competitors, enabling “Heinz to break out of a tie and gain permanent leadership in ketchup," according to Heinz Chairman and CEO William R. Johnson.[1]

After 32 years at Heinz, Berger went on to become CEO of Scotts Miracle-Gro Company, where under his watch, sales doubled, mainly as a result of the acquisition of Monsanto Company's garden unit, which included the Ortho pesticide brand.[1]

Berger died after a protracted illness at age 72.[2]

References

  1. ^ a b c Miller, Stephen (13 December 2008). "Master Marketer Gave Heinz Ketchup Its Edge". The Wall Street Journal. http://online.wsj.com/article/SB122912371000502867.html. Retrieved 18 February 2009. 
  2. ^ "Former Scotts Miracle-Gro leader dies". The Associated Press. 8 December 2008. http://www.fool.com/news/associated-press/2008/12/08/former-scotts-miracle-gro-leader-dies.aspx. Retrieved 18 February 2009. 


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