It is not such a leap to move from one famously
branded beef product to another with a similar advertising pedigree.
The humble Oxo cube does not seem that significant, yet its presence in
advertising to the present day makes it ubiquitous. Dating from 1899 it
also has the benefit of being spelt with just three characters, one of
them a repeat (and it includes the word 'ox', of course). This
simplicity was of great significance when the Liebig Extract of Meat
Company demolished most of an old Post Office power station on the
south bank of the Thames and erected a cold store in the 1920s. Liebig
wanted to include a tower with illuminated advertisements for their
products, but were turned down by the authorities. Company architect
Albert Moore built into the top of the tower, on each face, three
vertically spaced windows (circle, 'x', circle) in the deco style
of the period which, coincidentally spelt out a familar brand name.
After a cheqered history resulting in a period when it stood empty and
unloved, local opposition in the 1970s and 80s to total demolition of
the buildings and tower by property developers saved this London
landmark as part of the Coin Street development. The Oxo Tower is now
posh shops, apartments and, at the top, a restaurant (plus, when we
visited, a public viewing gallery - you might need to screen out the
yuppies swigging Bolly while looking at the magnificent vista of the
Thames and London). You can best view the actual 'OXO' lettering from
Right: as twilight falls on a wet winter day, the view of the Oxo Tower from the Victoria Embankment across the Thames, shows the neon-lit 'OXO' lettering. The tower itself is dwarfed by King's Reach Tower behind it. More on Waterloo and its environs here.