May 8, 2008
The Candy Bombers
On my way to Seattle today, I picked up a new book by Andrei Cherny, The Candy Bombers, the story of the Anglo-American airlift of supplies to Berlin in 1948-9, that thwarted the Russian blockade of the German capital. Interwoven between high-stakes diplomatic and military maneuvering by the Cold War antagonists is the story of individual charity and heroism by American pilot Hal Halvorsen, the legendary Candy Bomber. How the American high command managed the most unusual behavior of this pilot provides a guide for business executives seeking to connect with stakeholders.
Lieutenant Halvorsen, wandering around Tempelhof Airfield in Berlin after making a delivery of flour to the embattled city, finds a group of German kids standing at the fence. He gives them his two remaining sticks of Wrigley Doublemint Gum, tearing each in half so four kids could have a treat. He said, “The expressions on their faces were incredulous, full of awe. If I brought back thirty cents of candy, I could put these guys on Easy Street,” he said. So he promised the children that he would drop candy down to them; they would know his plane because “it will be the one that wiggles its wings.” On his return to his base in Frankfurt, he and two friends bought their weekly allotment of gum and candy, then found junk twine and an extra handkerchief “to fashion a miniature parachute.” Good to his word, he made his “candy delivery” the following day, then twice more. Within days, a stack of mail appeared at Tempelhof, envelopes addressed in crayon to the “Onkel Wackelflugel (Uncle Wiggly Wings) or “Schokoladen Flieger” (The Chocolate Flyer).
About two weeks later, Halvorsen is ushered into the office of the US Commanding General Tunner, anticipating a court-martial or other discipline. Cherny writes, “Tunner beckoned him forward, and rather than giving him a court-martial, he offered his congratulations. He had realized immediately the enormous psychic boost the candy drops could have on Berliners. In this new kind of war they were fighting, a battle for allegiance and affections as much as for territory…Tunner did not send him to the brig, he sent him to go speak to the press.” Halvorsen coined the phrase, “Operation Little Vittles” to describe his one man kids’ campaign. From Associated Press to ABC News, the media made Halvorsen a military hero, “the public face of the otherwise anonymous pilots flying the airlift…representing a larger idea, the moral responsibility to help humans caught in a struggle.” Then Halvorsen was sent back to New York City in September, 1948 for a media tour, including an appearance on CBS’ “We the People” show. On his return to Germany, he found over 800 pounds of candy and hundreds of handkerchiefs donated by viewers of the program, which were delivered by 30 other pilots. Cherny states that, “Hal Halvorsen and the Airlift had showed that for democracy to take root it required a change in hearts and minds more than in economic conditions, that America’s strength is not just military muscle but an undisputedly moral voice.”
What are the lessons in this for business? Grassroots sentiment is best changed by spontaneous actions of individuals prompted by strong convictions. These acts may stray outside of the corporate codes of conduct but the nobility of purpose overwhelms the technical violation. This applies both to employees and to those outside, including communities and civil society. Business is best served by being open to these types of entrepreneurial acts, recognizing that brands are expected to have a broader social purpose. To harness this energy, business will need to be open to change and to compromise, to co-creation of a better mutual end point. The benefits in brand sales and corporate reputation make this the wise course. I would appreciate your comments as always.
Posted by Edelman at May 8, 2008 10:14 AM
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Having been raised not far from Lt. Halvorsen's hometown of Garland, UT, I've heard his story since grade school. But I never thought of the business applications before. Thank you, Richard, for reminding me of this great story and for sharing your insights.
Posted by: Jack Shirts at May 8, 2008 4:24 PM
I was reading your blog and saw the post, “The Candy Bombers.” I enjoyed the post and the heartfelt story. I think that Hal Halvorsen demonstrated extraordinary character and sense of humanity in a difficult situation. You are very right in your assessment that these acts may have strayed outside the codes of conduct, but the motivation was much stronger than the violation. Hal Halvorsen became known for his kind heart and decency, which may have been contradictory to the military image that may have been perceived by the public. Businesses are expected to focus on brand, profits, revenue, and growth. However, that should not be their only focus. A focus on corporate and social responsibility is good for the soul of the company and will contribute to the overall success of the company.
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