The Mimi Award

The Wikipedia entry for MECHANIX ILLUSTRATED tells us:

A long-running feature of Mechanix Illustrated was "Mimi," a shapely young woman dressed in skimpy overalls with blue and white vertical stripes; and, in the early sixties, a matching railroad engineer's cap (later discontinued). She was in a picture holding, standing beside, sitting on, lying on or just in the picture with a new product each month. Each "Mimi" held the job for a year. Their names were never given except for the announcement of a new "Mimi" in the January issue. One Mimi did, however, hold the job for a few years in the sixties. An actress from Southern California, she left to live in Hawaii, and a readers' poll was conducted to choose a replacement from a short list. The readers' choice only lasted a short while, and was replaced by one of the runners-up. "Mimi" was discontinued with the change to Home Mechanix.

Ten more Mimi's after the jump.

     Posted By: Paul - Fri Apr 09, 2021
     Category: Hobbies and DIY | Magazines | Technology | Sex Symbols | Twentieth Century

Sometimes when I see these advertisements, I realize that those lovely young women are now well into their seventies and eighties. It kind of kills the desired effect of using sex to grab a guy's attention to sell the product.
Posted by KDP on 04/10/21 at 09:53 AM
I wonder if they’re still doing this today...
Posted by Brian on 04/12/21 at 01:52 PM
Considering how many of those products virtually disappeared without a trace, I think it's proven sex doesn't sell, at least not in the long term.
Posted by Phideaux on 04/12/21 at 02:41 PM
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