Word: crisco
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...counteract such competition in detergents, Neil McElroy last week was test-marketing a whole list of new products: Lana, a home permanent for bleached or frizzled hair; Fluffo, a new shortening to compete with P. & G.'s famed Crisco; Gleem, a new toothpaste "for people who can't brush after every meal" (P. & G. is sure that includes just about everybody); Zest, a detergent bar for baths and showers...
Convinced of the basic advantages of film ("Live TV depends on actors ad-libbing in front of a live camera"), Producer Morgan started Fireside Theater in 1949, from the start had a sponsor (Ivory Soap, Duz, Crisco). Originally, each show consisted of two separate, 15-minute playlets, but this technique had a serious drawback: "People who didn't like the first show sometimes switched before the second one came...
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...