Q: What #1 luggage manufacturer in the world is still identified with a 1970’s advertising campaign that used a gorilla motif and announced “American Tourister: Tough luggage for a tough world”?

A: Samsonite is the #1 manufacturer of luggage in the world. Samsonite is identified with a 1970’s advertising campaign that actually was for American Tourister, a brand which Samsonite did not acquire until 1993. In the television ad, the “gorilla” pounds a bright-red American Tourister case, throws it around a cage, jumps on it, and finally drags it out the back door. The ad lasted 15 years!

American Tourister is one of the oldest remaining luggage brands (founded in the 1930s), they have always been known for durability and economical luggage. Samsonite the biggest competitor to American Tourister in terms of size purchased the Company in 1993 for $70MM and put in their quality and customer service to go along with the well-crafted brand.

The tipping point for American Tourister was in the 1950s when American Tourister started to develop luggage with Molded Plastic that was developed by Hawley Products. Molded Plastic was a material used in World War II in shell casings and Pith Helmets. The luggage was virtually indestructible, and was the catalyst behind the famous Gorilla campaign. Here is a screenshot of the famous gorilla, which was actually a man in a $20,000 gorilla costume, made with everything to mechanical eyebrows.