OK, yeah, we really need to cut it out with the parade of obit links (it’s getting depressing around here), but here’s one that requires a mention. Donald Goerke, the guy behind SpaghettiOs, died yesterday. That’s not a food-related passing. It’s a product development and branding-related passing. Because, let’s face it, while pretty much everybody’s eaten them (some of us have eaten them a lot) and just about everyone has fond memories associated with them, it’s unlikely anyone has held up SpaghettiOs as a culinary triumph. They weren’t in 1965. And they aren’t now.

SpaghettiOs weren’t created to be a fine food. They were created to be easy for moms and appealing to kids. That’s why Goerke, then marketing manager for Campbell’s Franco-American brand, was given the task of overseeing development of the new product. The fact that SpaghettiOs hit big right away and remain a success (to the tune of 150 million cans a year) after 45 years, is a tribute to Goerke’s understanding of his market.

Goerke knew exactly what kind of product his team was charged with developing. He knew the sell was going to be about convenience – but more than anything it was going to be about brand. And he nailed it, right down to commissioning an unforgettably simple jingle.

Goerke led the way on the development of more than 100 new products for Campbell’s over his 35 years with the company, including the Chunky soup line, but he’s known as the “Daddy-O of SpaghettiOs” for a good reason. Here’s a little tribute to a his genius.