Word: crisco
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Dates: during 1940-1949
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Back in radio's swaddling days (1923), the Procter & Gamble Co. stepped up to the microphone one day with a recipe for devil's-food cake ("take one-half cup of Crisco"). Enough housewives were glued to their earphones at that particular moment to report "program coming in fine." No one quite realized it, but commercial broadcasting was well under...
...When Crisco Cooking Talks clicked over New York City's WExF, it was expanded (in 1925) into a network series conducted by Home Economist Ida Bailey Allen. By 1930 P & G strongly suspected that radio was here to stay. Looking around for someone to head its radio department, company officials decided that the copy department chief might qualify. Handsome William McCreary Ramsey II turned out to be a good choice...
...knew-or soon learned-what women who twist the dials like to listen to. His initial reasoning about radio selling was cautious, but sound: if cooking talks could sell Crisco, maybe washing talks could sell soap. They did. Before long he had supplemented Ruth Turner's Washing Talks with the more varied salesmanship of Sisters of the Skillet, Stoopnagle & Budd, and the B. A. Rolfe orchestra. In 1932 (although he disclaims the honor and dislikes the baby's nickname) he officiated at the birth of P & G's outstanding contribution to radio: the soap opera...
Soap and Shoes. Almost everyone is for the annual wage - in principle. But only a trifling number of U.S. companies have been brave enough to try it out in fact. One of the first was Procter & Gamble (Crisco, Ivory Soap), in 1923. Its socially conscious president, the late William Cooper Procter, felt that the "outstanding evil" of the U.S. economic system was its in ability to provide steady employment, decided to guarantee all P. & G. workers 48 weeks of work a year. Working out such a plan was not simple. Although the consumer demand for soap is year-around, wholesalers...
...long-winded soap opera came to a happy ending last week. Back in 1941, huge Lever Bros. (Swan, Spry, etc.) sued equally huge Procter & Gamble (Ivory. Crisco, etc.) in Baltimore, contending that P. & G.'s new Ivory soap infringed on Lever's brand-new patented Swan soap. Promptly, P. & G. fired back with a suit of its own, charging that Swan soap infringed on old Ivory soap (TIME, June 22, 1942 ). After a three-year legal struggle, Lever Bros. won its suit in appellate court last December, got ready to battle P. & G. on up into...