Word: crisco
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Procter & Gamble does everything in a big way. The company is the $12 billion enterprise behind such household names as Charmin, Folger's, Crest and Crisco. When P&G decides to add a new product to this list, competitors view the marketing assault as a D-day invasion, and with good reason. Last week P&G launched Citrus Hill, its entry into the $3 billion market for chilled and frozen orange juice. "There's a year of sunshine in every sip," goes the slogan for the ads that blossomed on TV and in newspapers. The commercials portray...
...percentage craze is growing wilder. According to its latest ads, Score makes hair "juicy" and "actually 12% plumper." The account people at Wells, Rich, Greene, the agency that dreamed up the ad, insist that this figure was established in microscopic measurement tests. Similarly, Crisco Oil claims that it splatters 35% less than other oils. To determine this percentage, Procter & Gamble research men say they repeatedly collected the splatter of eight frying oils on aluminum foil and measured the weight of the sheets...
Because hydrogenation of vegetable oils-to keep spreads and shortenings fresh and solid at kitchen temperature-saturates them to varying degrees, Procter & Gamble Co. has spent millions of dollars on research and on revamping its manufacturing process to bring out the new Crisco, only 25% saturated, 44% to 50% neutral monounsaturated, and the rest polyunsaturated. New Crisco, says P. & G., has double the linoleic acid of the old formula and of competing brands as well. General Mills, Inc. is marketing a safflower cooking oil named "Saff-o-life" which, its ads say, is "38% higher in polyunsaturates than any leading...
...accumulation of fatty deposits in the arteries hindering the normal flow of blood. This fatty lining has been found in the atreries of nine out of ten monkeys fed on a carefully regulated diet consisting chiefly of saturated fats such as are found in butter, Spry or Crisco in contrast to the unsaturated fats in corn or olive...
...wash clothes in the laboratory as they would at home, maintains a beauty shop where a woman employee can have her hair shampooed free-half with a P. & G. product, the other half with a competing shampoo. The company keeps a staff of bakers busy developing new recipes for Crisco and its bakery-trade shortenings (latest treat: a chocolate-coated ice-cream cone), is now working with soybean oil in the hope of cashing in on the boom in "frozen custard" and other ice-cream substitutes...