One of Lois’ clients was the pancake company Aunt Jemima. He began working on their advertising campaign before they made syrup, when they were only known for their pancake mix. Wondering why the company didn’t have their own syrup, Lois devised a questionnaire about pancakes. It asked consumers which syrup they’d purchased recently, and he included an option to circle “Aunt Jemima Syrup,” a then-nonexistent product. “Something like 90 percent of the people or so circled that they had bought Aunt Jemima syrup,” says Lois.