Pet Rocks From the 70s

The pet rock phenomenon is a rather brilliant model of successful advertising. With relatively little start-up cost and manufacturing, Gary Dahl managed to create an empire around a simple idea, the pet rock. With a sense of humor and smart packaging, the pet rock is still in commercial circulation to this day.

  1. Gary Dahl

    • Pet rocks started in 1975 from the mind of Gary Dahl, an advertising executive who wanted to be a multi-millionaire. He started a company named "Rock Bottom Productions" and began turning rocks from Rosarito Beach in Baja, California, Mexico into a fortune. Dahl wanted to invent a pet without the hassle. His marketing campaign centered around the fact that pet rocks made no mess, required no food and survived anywhere.

    Packaging

    • The rocks were large and smooth with a gray surface. There was nothing particularly bright or colorful about the rocks themselves. However, the packaging really played into the "pet" aspect of the rock. Dahl packaged the rocks in cardboard pet carriers with straw and an instruction manual. The manual consisted of multiple tongue-in-cheek puns and gag directions for how to take care of the pet rock.

    Million Dollar Idea

    • Over 5 million pet rocks sold in a six month period. Each one cost $3.95, even though Dahl bought the rocks for pennies. All together, Dahl estimated that the packaging and manual labor cost less than 30 cents per rock. Pet rocks were trendy to own, and the manual provided entertainment for pet rock owners. As the fad grew, Dahl became a multi-millionaire in a matter of months.

    Today's Pet Rocks

    • Pet rocks are still available to the public, but they are a little different. The rocks are not just gray anymore but they come in a variety of colors. The original pet rocks pop up in online auctions and goofy antique shops once in a while. The largest collection of pet rocks belongs to Lesley O'Doherty, who began a collection at the age of six with her first pet rock, "Pickles."