Link: icon | 038 | icon of the month: bubblegum.words: Justin McGuirk
Bubblegum is proof that man is a fundamentally creative animal.
Mere chewing gum, which relies on an act of mindless repetition, was chemically reprogrammed specifically to encourage an act of creation. Blowing bubbles may not be painting the Sistine Chapel ceiling, but then neither is spraying graffiti or building sand castles or any of the other impulsive things that humans do to satisfy their urge simply to make something.
It’s 100 years since that tiny evolutionary leap. People have chewed gum for millennia: the Mayans chewed on the sap of sapota trees (called chicle, hence the Chiclets brand) and Native Americans chewed the resin from spruce trees. Commercial chewing gum became available in America in 1848, but it wasn’t until 1906 that Frank Fleer, of the Frank H Fleer Company, tried to formulate a gum for blowing bubbles. As pioneers often do, he failed, and Blibber-Blubber was never marketed.
However, in 1928 an employee of the Frank H Fleer Company had another go and this time succeeded with Dubble Bubble. There is some debate about who this was – history records it as the company’s accountant, Walter Diemer, while revisionists argue that it was the company president, Gilbert Mustin – but Dubble Bubble set the mould that most bubblegum still follows. It was pink (apparently the only food colouring Diemer/Mustin had) and it was fruity... (con't)