Einem Chocolate Factory. This sweet word "Einem

The name "Red October" instead of associations with Aurora's shot and the storming of the Winter Palace, much more often sets us up for quite peaceful "sweet" thoughts about the joys familiar from childhood: "Clumsy Bear", "Little Red Riding Hood", chocolate "Alenka" ...

Indeed, more than one generation of our fellow citizens has grown up on the sweets and chocolate of the Krasny Oktyabr factory, but only a few of them knew that this factory existed before the revolution, being called the Einem Partnership.
The Bolsheviks, of course, had nothing to do with the foundation of the Moscow factory of the merchant Einem, which produced its first products back in the middle of the 19th century. But, as they say, “there was such a time” and the epidemic of renaming affected almost all the then nationalized industries. In this case, however, a small exception was made, and for several years after the new name, in brackets, they wrote “Former. Einem" - this "brand" was so highly valued by contemporaries.

founding fathers

Einem, or the Einem Chocolate and Tea Cookies Steam Factory Partnership, was officially established in 1867. It all started with the fact that Ferdinand von Einem, who arrived in commercially promising Moscow from Germany, in 1851 organized a small shop on the Arbat, or, as they said then, a workshop for the production of chocolate and sweets.
During the Crimean War, which began in 1853, Einem supplied his products to the front, and lucrative military orders allowed him to expand production and move the factory to Myasnitskaya Street. Soon, the German merchant Julius Geis joined Ferdinand Einem. Having ordered the latest steam engine in Europe, the partners open a confectionery shop on Theater Square and build the first three-story factory building on Sofiyskaya Embankment of the Moscow River, increasing the staff to hundreds of people.

Even before the first official entry about the Einem partnership appeared in the reference book “Factory enterprises of the Russian Empire” in 1867, the company already had awards received at all-Russian manufacturing exhibitions in Odessa and Moscow. The company, constantly expanding its range, produced sweets, chocolate, caramel, marshmallows, cocoa drinks, cookies, biscuits and gingerbread. The quality of the products was excellent and the volume of orders increased from year to year.
Ferdinand Einem had no heirs, and after his death in 1878, Julius Geiss took over the factory and decided to leave the name of the company unchanged. A year later, the Einem branch opens in Simferopol, where marmalade and chocolate-glazed fruits are launched into production.
The conditions for workers in the factories were very good, which was already felt when they were hired - the “newcomers” were taken on a “gastronomic” tour of the entire enterprise, allowing them to eat whatever they wanted. The Moscow factory had its own school of confectioners, mugs, and a boys' choir. Workers were provided with clothing and footwear, housing and subsidized meals. After 25 years of work, a person received a commemorative silver badge, and with it various benefits and a lifetime pension.

Julius Geis, in addition to the main production and personnel issues, pays special attention, as they would say now, to the branding of his products. The bright and memorable names "Golden Label", "Favorite", "Capital", "Empire" and so on were accompanied by stylish packaging trimmed with silk, velvet and leather. The best artists of that time, such as Vrubel and Benois, were invited to design the packages, which undoubtedly attracted more and more new customers.
Awards are again added to the increasing popularity - in 1896, the products of the Einem partnership received a gold medal at the All-Russian Industrial and Art Exhibition in Nizhny Novgorod, and in 1900, at the World Exhibition in Paris, the factory received the Grand Prix for the range and quality of products. The range is really impressive. Even if we talk only about chocolate, then several varieties of only vanilla chocolate were produced at once, in addition, there was Tsarsky, Princely, Boyarsky, Capital, American, World, Sport, Favorite" and others. And the "favorite varieties of the public", as follows from the advertisements of "Einem" of that period, were considered "Golden Label", "Silver Label" and "Chocolate with Milk".
Great importance was attached to product advertising: airships soared in the sky with calls to buy Einem's chocolate, on the theater program of the play "Romeo and Juliet" an advertisement for cough drops was unexpectedly found, advertising leaflets and a series of postcards with geographical maps, animals, and reproductions of paintings were put into boxes of sweets. famous Russian artists.
Composer Karl Feldman, commissioned by the Einem Partnership, wrote special melodies with “speaking” names: “Chocolate Waltz”, “Montpensier Waltz”, “Cupcake Gallop”, “Cocoa Dance”. The notes of these works were put into boxes with products that were very popular with buyers.
Some names, for example, sweets "Come on take it!" Survived the revolution and survived to this day. True, instead of a girl playing with a puppy, in the past, the label was decorated with an image of a sullen-looking kid with a baseball (actually for playing bast shoes) bat.
It is interesting that during the NEP period, when the factory was already called "Red October", advertising was again paid close attention here, and the "singer of the revolution" Vladimir Mayakovsky personally engaged in the "PR" of its products. Thanks to his efforts, the motto “I eat cookies from the Krasny Oktyabr factory”, the former Einem. I don’t buy anywhere except in Mosselprom!” - knew all of Moscow. The poet himself took his job very seriously, as evidenced by his following words: “Advertising is industrial, commercial propaganda! Not a single, even the most faithful, business moves without advertising.

Unsweetened Times

In 1913, the partnership was awarded the honorary title - the supplier of the court of His Imperial Majesty. At the same time, for the 300th anniversary of the Romanov dynasty, a festively decorated jubilee series of sweets was released. In 1914, the First World War began and the construction of a new complex of factory buildings on Bersenevskaya embankment started in 1889.
During the war, almost the entire Geis family left Russia, but one of the sons of Julius Geis, Voldemar, accepted Russian citizenship and continued to manage production, at the same time organizing a hospital for wounded soldiers, sending food to the front and donating money for army needs.
The ensuing "troubled" times led the country to revolution, and the factory was nationalized. But production did not stop, and by 1925 its volume had recovered and continued to grow. Candy "Creamy fudge with candied fruit", "Creamy toffee", "Clumsy Bear", "Southern Night", toffee "Kis-Kis" appeared.
With the beginning of the Great Patriotic War, part of the Red October equipment was evacuated to Kuibyshev. All production had to be rebuilt, but the production of the most famous products - Mishka Kosolapy sweets and truffles was not stopped. Concentrates were produced for the front: millet, buckwheat and oatmeal, as well as new varieties of chocolate - "Cola" and "Guards". "Cola" was included in the diet of pilots and submariners and had a tonic effect due to the African kola nut included in its composition.

Memories of the future

After the war, "Red October" returned to the production of peaceful products, and in 1950, caramel innovators V.D. Semenov and V.I. Sanaev were awarded the Stalin Prize. In 1966, the factory started production milk chocolate"Alenka".
Gradually, the new name becomes a famous brand, confirming the continuity of the Einem Partnership's quality traditions. Numerous achievements and awards of Russian and international exhibitions and fairs, including the Grand Prix of the International Exhibition in Brussels (1958) and the Grand Prix (Gold Medals) of the international exhibitions "WORLD FOOD" (2000-2003) speak of the quality of products, which Companions Ferdinand and Julius could be proud.
In 1991, Krasny Oktyabr became a joint-stock company, and since 2002 it has been part of the United Confectioners holding.
And in 2007 the main production capacity"Red October" were transferred from Bersenevskaya embankment to a new building on the street. Malaya Krasnoselskaya, where in March of this year the United Confectioners opened the first in Russia Museum of the History of Chocolate and Cocoa (MISHK), created on the basis of the museums of the confectionery factories Krasny Oktyabr, Rot Front and Babaevsky Confectionery Concern.
The founder of the company is not forgotten either – Ferdinand von Einem is the name of modern Einem candy sets, on the boxes of which drawings by artists of the mid-19th century are used. The plot is Moscow of the future. These naive images are somewhat akin to the sublime monologues of Chekhov's heroes about what life will be like in 200-300 years. Our present, imagined by the people of the century before last, causes both a smile and sadness - not only because it has nothing to do with reality, but also because it again leads us to memories of that Russia, which we today, alas, still we know so little.

In 1900, at the world exhibition in Paris, for a huge assortment and excellent quality of chocolate, the Russian
Einem factory received the highest award - the Grand Prix. Thus, even a century ago we could say that Russian chocolate is one of the best in the world. And ‘Einem’ was, as it were, a sign of Russian chocolate at the beginning of the 20th century.

On chocolates "Einem" there was a well-fed toddler with an unkind look and a bast bat in his hands. The defiant label was complemented by a lovely rhyme:

"I got a bar of chocolate
And I don't need a friend.
Before all I say to people:
“Eat everything. Come on, take it!"

Oh, Einem truly knew how to please discerning customers. Boxes with products were finished with silk, velvet, leather - these were real small works of art. The factory was a supplier to the court of His Imperial Majesty and received the right to print the coat of arms of Russia on the packaging. Postcards with congratulations were invested in the sets. For the factory, his composer wrote music and the buyer, along with caramel or chocolate, received free notes of "Chocolate Waltz", "Montpensier Waltz" or "Cupcake Gallop". Among flour products"Einema" stood out small pot-bellied salted fish - especially attracted beer lovers. But even children who did not drink beer willingly gnawed at these figurines. Even more entertaining were colored figures made of marzipan, depicting carrots, turnips, cucumbers, and some little animals. They were sometimes hung on the Christmas tree, to the great delight of the little ones.

Among the cakes was a cake with an extraordinary name "Love me" at a different price. Witty buyers said to young saleswomen: "Please," Love me "for three rubles."

And it began back in 1850, when the founder of the factory, a German citizen Ferdinand Theodor von Einem, came to Moscow in the hope of starting his own business. At first, he engaged in the production of sawn sugar, then (in 1851) he organized a small workshop for the production of chocolate and sweets on the Arbat. In 1857, Einem met his future partner, Julius Geis (J.Heuss), who had an outstanding talent as a businessman. Together they acted more confidently and opened a pastry shop on Theater Square.

Having accumulated sufficient capital, the entrepreneurs ordered the latest steam engine from Europe and set about building a factory on the banks of the Moskva River, on Sofiyskaya Embankment. In the reference book "Factory enterprises of the Russian Empire" an entry was made about this fact: "Einem. Steam Factory Association chocolates and tea biscuits. Year of foundation 1867.

The working day at the factory in those days was 10 hours. Confectioners, most of whom came from villages near Moscow, lived in a hostel at the factory, and ate in the factory canteen. The factory administration provided workers with some benefits:
* a school was opened for apprentice children;
* for 25 years of impeccable service, a silver name badge was issued and a pension was assigned;
* A health insurance fund was established to provide material assistance to those in need.

Einem produced caramel, sweets, chocolate, cocoa drinks, marshmallows, cookies, gingerbread, biscuits. After opening a branch in the Crimea (Simferopol), "Einem" began to produce chocolate-glazed fruits - plums, cherries, pears, as well as marmalade.
Einem Partnership successfully competed with other confectionery magnates - for example, Abrikosov and Sons.
Superior quality confectionery, technical equipment of the factory, colorful packaging and advertising push the factory to one of the leading places in the confectionery industry of that time.

By the beginning of the 20th century, the Einem Partnership owned two factories in Moscow, factories in Simferopol and Riga, and numerous shops in Moscow and Nizhny Novgorod.
During the difficult years of the First World War, the Einem company was engaged in charitable activities: it made monetary donations, organized a hospital for wounded soldiers, and sent wagons with cookies to the front.

In 1913, Einem was awarded the title of supplier to the court of His Imperial Majesty.

After the October Revolution, in 1918, the factory was nationalized and in the same year received the name "State Confectionery Factory No. 1, formerly Einem", and in 1922 it was renamed "Red October". Although a few years after that, “Former. Einem "- the popularity of the brand was so great and the quality of its products was appreciated.

In 1851, a small workshop for the production of chocolate and sweets was opened on the Arbat, in which only four masters worked. It belonged to the German Theodor Ferdinand von Einem, who came to Russia "to do business". During the Crimean War, Einem supplied his products to the front - the profit received allowed him to expand production and transfer the factory to Myasnitskaya Street. In 1869, entrepreneur Julius Heuss joins Einem. Together they open a confectionery shop on Theater Square, order the latest steam engine from abroad, and build the first factory building on Sofiyskaya Embankment of the Moscow River.

For every pound of new biscuits sold, Einem donated five kopecks of silver, of which half went to charitable institutions in Moscow, and the other half to the German School for the Poor and Orphans. The first official record about the company "Einem. The partnership of the steam factory of chocolate, confections and tea cookies "appears in 1867 in the reference book" Factory enterprises of the Russian Empire ". By this time, the company already had awards from the All-Russian Manufactory Exhibitions: bronze (1864) and silver (1865) medals. Einem produced caramel, sweets, chocolate, cocoa drinks, marshmallows, cookies, biscuits, gingerbread, glazed fruits, marmalade.

After the death of Einem in 1876, Julius Hayes took over the factory, but he did not change the name of the company, which had become popular among Muscovites.

In 1889, in connection with the expansion of production, Hayes acquired several plots on the Bersenevskaya embankment. One of the first buildings built on the new site was the production building designed by the architect A. V. Flodin. Later, according to the project of the architect A. M. Kalmykov, several more production buildings and tenement houses were erected, which formed the basis of the factory ensemble. The formation of the ensemble of the factory was completed in 1914 by joining the apartment building of the Cloth Factory, converted into garages. In total, 23 buildings were built for the Krasny Oktyabr factory on the Bersenevsky site, which became the main one.

In 1896, at the All-Russian Industrial and Art Exhibition in Nizhny Novgorod, Einem products were awarded a gold medal, in 1900 the company received the Grand Prix at the World Exhibition in Paris for the assortment and quality of chocolate. In 1913, Einem was awarded the title of supplier to the court of His Imperial Majesty.

By the beginning of the 20th century, Einem owns two factories in Moscow, branches in Simferopol and Riga, several stores in Moscow and Nizhny Novgorod. After the October Revolution of 1917, the factory was nationalized and became known as the State Confectionery Factory No. 1, formerly Einem, in 1922 it was renamed Red October, which name it has retained to this day.

During its heyday, Einem was one of the most famous brands of confectionery in the whole country. But he was remembered by many of his contemporaries for the fact that he produced a wide variety of postcards in addition to his sweets and cookies. Today, most people know the series "Moscow in the 23rd century" of eight futuristic postcards from 1914, which demonstrate how, according to the author, Moscow was to look like in the 22nd and 23rd centuries: from 2114 (card "Central Station") to 2259 (card "St. Petersburg highway").

Central Station. Winter is the same as with us 200 years ago. The snow is white and cold. Central Station of Terrestrial and Air Communications. Tens of thousands of people come and go, everything is going extremely quickly, systematically and conveniently. At the service of passengers - land and air. Those who wish can move with the speed of telegrams.

Moskvoretsky bridge. The Kremlin also adorns the ancient Belokamennaya and with golden domes presents an enchanting spectacle. Right there at the Moskvoretsky Bridge we see huge new buildings of trade enterprises, trusts, societies, syndicates, etc. Against the background of the sky, the carriages of the suspended air road slide harmoniously ...

Lubyanka Square. Clear evening. Lubyanka Square. The blue of the sky is drawn by clear lines of luminous airplanes, airships and carriages of the air road. Long cars of the Moscow Metro take off from under the bridge square, which was only talked about in our presence in 1914. On the bridge over the Metropolitan, we see a slender detachment of the valiant Russian army, which has retained its form since our times. In the blue air, we spot the Einem commodity airship flying to Tula with a supply of chocolate for retail stores.

Moskva river. Lively, noisy banks of the large navigable Moscow River. Huge transport and merchant cruisers and multi-storey passenger steamships rush along the transparent deep waves of the wide commercial port. The entire fleet of the world is exclusively commercial. The military was abolished after the peace treaty in The Hague. In the noisy harbor one can see the diverse costumes of all the peoples of the globe, for the Moscow River has become a world trading port.

Petrovsky park. We are transported mentally to Petrovsky Park. The alleys are expanded beyond recognition. The ancient Petrovsky Palace has been restored, and the Museum of the Petrine era is concentrated in it. Everywhere beat, sparkling, wondrous fountains. Deprived of microbes and dust, airships and airplanes cut through completely clean air. Crowds of people in bright costumes of the 23rd century are enjoying the wondrous nature in the same place where we used to walk, great-great-great-grandfathers.

The Red Square. The Red Square. The noise of wings, the sound of trams, the horns of cyclists, the sirens of cars, the crackle of engines, the screams of the public. Minin and Pozharsky. Airship shadows. In the center is a policeman with a saber. Timid pedestrians are saved in the place of execution. So it will be in 200 years

Petersburg highway. Beautiful clear winter of 2259. A corner of the "old" rejoicing Moscow, the ancient "Yar" still serves as a place of great fun for Muscovites, as it was with us more than 300 years ago. For the convenience and pleasantness of communication, the St. Petersburg Highway has been completely turned into a crystal-ice mirror, along which graceful snowmobiles fly, gliding. Right there on small aero skids, traditional hitters and sellers of hot aero skis dart. And in the XXIII century Moscow is true to its customs

Theatre square. Theatre square. The pace of life has increased a hundred times. Everywhere lightning-fast movement of wheeled, winged, propeller and other vehicles. The Muir and Merlis Trading House, which existed as early as 1846, has now grown to fabulous proportions, and its main departments are connected with air railways. Numerous motors fly out from under the pavement. Somewhere in the distance there is a fire. We see an automobile fire brigade, which will end the disaster in a moment. Biplanes, monoplanes and many air spans rush to the fire

However, in addition to these futuristic postcards, there were many other series that were published in huge quantities and served not only to send "open letters", but also to broaden one's horizons, and are also an excellent item for collecting.

series "Game quartet"

series "Hunting in Russia"

series "On the 300th anniversary of the reign of the Romanov dynasty"

series "1812"

series "Types of peoples of the globe"

and here, for example, geographical cards depicting a map of Russia. Note that it is referred to as "Constitutional Empire". There were cards with other countries, but I did not come across them.

Well, and other very different series of postcards:

All this is now a monument to an irretrievably lost era, which reaches us in such postcards. They were published "for fun" for themselves, but it turned out that they are much more important for us as a memory of that country that we never knew ...

Confectionery factory "Red October" until recently it was located at Bersenevskaya embankment, 6 on the spit of the island formed by the Vodootvodny Canal and the Moscow River, but in 2007 it was transferred to the territory chocolate factory"Babaevsky".

Photo 1. Former buildings confectionery factory"Partnership Einem" and "Red

October" in Moscow

The beginning of the history of the chocolate factory "Partnership Einem"

The production was founded by Theodor Ferdinand von Einem, a native of Germany, who arrived in the Mother See in 1850 from the German town of Württemberg.

Fedor Karlovich (this is how the entrepreneur began to introduce himself in the Russian manner) noticed that sawn sugar began to be in special demand in Moscow, after which, having shown his enterprise, the German began its production.

A profitable business went well, and already in 1851 Einem opened a small workshop for the production of chocolates. Only four people worked in the workshop at that time.

Deliveries of sweet products to the front lines during the Crimean War and, of course, successful trade in the city of Moscow, brought Einem a profit, thanks to which he is already opening a chocolate factory.

Photo 2. Address of the former production Bersenevskaya embankment, No. 6

In 1857, Fyodor Karlovich makes acquaintance with Julius Geis. An outstanding entrepreneur first helped open a pastry shop in the center - on, and eventually became Einem's companion.

The business continued to develop successfully, which helped the partners to purchase a special steam engine in one of the European countries and start building a new factory already on.

The first newly built building - a three-story building - housed production shops for the production of caramel, marshmallow, different types cookies and gingerbread, chocolate and glazed fruits, as well as cocoa drinks and marmalade.

Although the Einem Partnership was officially registered in 1867, by that time its products already had a number of awards received at manufacturing exhibitions in the Russian Empire: Odessa (1864) and Moscow (1865).

It is worth noting that the partners donated 5 kopecks of silver from each pound of cookies produced to charity, and half of the funds went to the school of the German community for the poor and orphans, and the remaining money was distributed among various Moscow charitable institutions.

And again, everything went well for Einem and Geis, which required the construction of new factory buildings already on Bersenevskaya Embankment, opposite the one on the opposite bank of the Moscow River.

The production complex impressed with its architectural appearance and "stuffing".

For organization chocolate production Qualified European confectioners were involved, who had experience working on the installed modern equipment. Interestingly, due to the mechanization of processes, only a few dozen Russian masters worked at such a large production, but only professionals from Great Britain were engaged in the production of the first biscuits in Russia - traditional English desserts.

Before his death in 1878, Einem completely transferred the reins of control of the confectionery factory to his partner, to whom the founder's widow subsequently transferred her shares. Even having concentrated everything in his hands, Julius Geis did not change trademark"Partnership Einem", correctly judging that this will only benefit now his business.

At the beginning of the 20th century, the company owned several stores in large cities - Nizhny Novgorod and the city of Moscow, the products of which were supplied from two Moscow confectionery factories and two production facilities in Riga and Simferopol.

In 1899, Geis bought the first of the eight plots he had in the neighborhood from the merchant Ushakov, and in 1914 the last of them also went to the firm. By that time, the Einem Partnership had become the largest confectionery production Russian Empire.

It will be interesting to learn about the organization of labor in the factories of Julius Geiss.

During his reign, the working day lasted 10 hours. A hostel was arranged for non-residents and meals were organized. A school was opened for children working at the factory as apprentices. After 25 years of work, the craftsmen were given a pension and a silver badge.

In 1914, during the First World War, the workers and employees themselves raised funds and built a military hospital in Moscow, and the company itself, in addition to monetary donations, arranged for the dispatch of wagons with cookies to the front line.

Also interesting, as they say today, is the marketing that Julius Geis established.

Being a creative person, besides being passionate about photography, he paid special attention to the design of packaging and the names of sweets, as well as other sweet products. Boxes covered with silk, velvet and even leather contained photographic postcards, various theater programs and small cherubs made of tin.

The architectural ensemble was almost completely formed after the construction of the Caramel Shop in 1906, the project of which was completed by the architect. In 1911, he also designed the new Administrative Building at Bersenevskaya Embankment, 6.

Confectionery factory after the revolution

The Einem Partnership was nationalized by the Bolsheviks who came to power in 1918 and already in 1922, at a general meeting of the collective, they approved a new name - Red October. True, for a couple of years, products were still produced under the old brand, so popular was it even in post-revolutionary Russia.

In the early 20s of the last century, the confectionery factory was in crisis, which almost led to its complete closure. New specialists were able to make changes in the production process, as well as organized worker control and the fight against theft, which made it possible by 1925 to exceed the figures of 1913.

The Soviet authorities, in addition, allocated funds for the purchase of the latest machines from Germany. It was in those years that such well-known sweets as “Clumsy Bear” and toffee “Kis-Kis” appeared on Soviet shelves.

More than 150 years have passed since the founding of the Einem confectionery factory. In 1850, the young and ambitious Ferdinand Theodor von Einem came to Russia to make a fortune. Ferdinand was the son of a simple German priest, Karl Einem. He grew up in Spartan conditions, excluding any "sinful" luxury. One day, Ferdinand's father found a piece of chocolate candy in the pocket of his 10-year-old son. The evidence of the fall was laid out on the table for general censure - how could the future priest spend the taler presented to him on base pleasure ?! Who would have thought that in 15 years chocolate would become Ferdinand's life's work...

First, Einem became an apprentice in the chocolate shop of the master Oreole - in the same shop where the memorable "sinful" candy was bought. By the age of 20, a talented young man had mastered all the tricks of making chocolate and even surpassed his teacher. Master Oreole advised the young man to go to Russia and open his own business there. In those days, many Europeans left for Russia - a country of severe frosts and untold riches. In addition, in Russia they did not know how to cook chocolate at all ...

After arriving in Russia, Einem took up the production of sawn sugar, but the trade did not go, and a year later the business had to be closed. Then the resilient entrepreneur organized a small workshop for the production of cookies and sweets.

Einem fell in love with Russia with all his heart. He even began to call himself in the Russian manner - Fedor Karlovich. In the Crimean War, he managed to get a state order to provide the front with sweets - the supply of syrup and jam for wounded soldiers. Einem fulfilled the state contract "with unparalleled honesty," as the Vedomosti newspaper wrote. The business of the company went uphill. In 1857, the smart and perspicacious Einem met the talented businessman Julius Geiss, who contributed his entire fortune (20 thousand rubles) to business development and became Einem's partner. The partners ordered a steam engine from Europe and began to build a large factory on Sofiyskaya Embankment - the very one that is now called Red October.

The Einem factory was the first in Russia to launch mass production of chocolates and cocoa. Its products regularly received Russian and international awards, the range expanded, production grew. In 1900, at the World Exhibition in Paris, the factory's products were recognized as the best and received the highest award. By the 300th anniversary of the Romanov dynasty in 1913, the factory was awarded the title "Supplier of the Court of His Imperial Majesty". In a word, the Einem factory became the leading confectionery production in the Russian Empire, despite the fact that they had serious competitors - the oldest confectionery company in Russia, Abrikosov and Sons (the current Babaevsky concern), Adolf Siu confectionery (the Bolshevik factory ).

What caused such success? Why was the popularity of the factory so great that even after nationalization in 1918, the new name “Red October” was added in brackets for twenty years “Former. Einem? Even the Bolsheviks did not immediately manage to get rid of her real name.

Here are some of the Einem Factory's marketing techniques from the days when marketing was unheard of:

Luxury packaging.
The best artists of that time were invited to decorate sweets: Vrubel, Bakst, Bilibin, Benois. Candy boxes were trimmed with silk, velvet or leather.

idea to tie new taste candy with a painting by the fashion artist Ivan Ivanovich Shishkin belonged to Julius Geiss. This is what the first "Bears of the clubfoot" looked like.

Cognitive inserts and wrappers for sweets.
Great idea - the child eats candy and learns something new. Collectible postcards with geographical maps, animals, historical scenes, reproductions of paintings by famous Russian artists were put into boxes with sweets and cocoa. The most beautiful playing cards were drawn for adult buyers. To become the owner of a whole deck, one had to eat a lot of sweets.
Look what a beauty! Such chocolates can be bought for the sake of one wrapper!

Having received chocolate
And take a bite,
Suddenly I saw Vasya Stepka -
Bully and tattered...
What are you? Do you want half?
Do you want clubs?
And he went to wave a club ...
Styopka came out with a lantern.
Having received a big embarrassment,
Throwing a stick and a cap,
He ran as fast as he could
And I forgot about chocolate.
The winner, brave Vasya,
Boasting about the strength of the muscles,
He said that all this -
He owes only Einem.

By the way, sweets with the name "Come on, take it away" are produced to this day. Only instead of a frowning toddler, a pretty girl playing with a puppy is printed on the wrapper.

Exclusive offer.
Composer Karl Feldman, on a special order from the Einem Partnership, wrote “chocolate melodies”: “Cupcake Gallop”, “Chocolate Waltz”, “Montpensier Waltz”, “Cocoa Dance”. These melodies quickly became popular. Sheet music for them could only be obtained with the purchase of chocolates. If you want to play a fashionable waltz, buy sweets from Einem! For little buyers, we developed cross-stitch patterns that were invested in boxes of sweets and cocoa.

Branded machines for the issuance of chocolate.

By inserting a 10-kopeck coin into such a machine and moving the lever, the child received a small chocolate bar in a wrapper. These machines quickly became a fashionable innovation and a real "lure" for small buyers.

Branded accessories.
Branded napkins or tweezers with the factory logo were put into boxes of sweets for free. The sweet shops sold beautiful cans for bulk products, decorated with the company logo "Einem".

To the modern reader, these techniques may seem devoid of originality, but then it was real breakthrough. They tried to imitate Einem, and not only direct competitors, but also entrepreneurs not related to the confectionery business. It is surprising that their “teacher” was the son of a simple priest, who at the time of his arrival in Russia had neither a good education nor serious savings. Thanks to his amazing instinct, ability to find the right people and sincere love for his work, Fedor Karlovich Einem became one of the richest people in Russia, earned respect and honor.

Shortly before his death, Einem sold his share to his partner Geiss and returned to Prussia. He didn't have children. In 1876 the newspapers reported Einem's death. At the time of his death, the famous chocolatier was only 50 years old. Fyodor Karlovich bequeathed to bury his body in Moscow - in his new homeland, where he lived most of his life and found happiness and wealth.

The confectionery business under the leadership of Geis grew even more, but they did not rename the factory - the words "Einem" and "quality" were strongly associated with the townspeople. After the death of Julius Geis, his son Voldemar became the head of the factory. Before the revolution of 1917, Geis did not live. Probably luckily...