PACKAGING: 55-Gallon Salesman

Last spring, the world's first 55-gallon steel drum to be lithographed in full color flashed down the line at Rheem Manufacturing Company's New Orleans plant. Rheem had begun in earnest to cash in on its 1949 investment of over a million dollars to develop color lithography and precision inner linings for 55-gallon steel shipping containers. The exclusive Rheemcote process was realizing its aim: to make colorful steel salesmen out of the once drab steel drum.

Reception of the process when it was unveiled last May was overwhelming. Brand-conscious manufacturers envisioned uniformity in package decoration from smallest to largest...

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