Certain products retained their customers by being unlike any other. Catch phrases were created to remind the customer of the product's individuality. Manufacturer's stressed new colors, designs, and unique traits. Customers would ask for "the soap that floats" rather than the brand name of Ivory. With both, the product readily becomes the household name. The IN-ER-SEAL packaging of
'Biscuit' made it unique.  Although
grocers might sell various types of
biscuits, the customer knew to ask
for the biscuit in the IN-ER-SEAL
packaging.
As Crisco was being developed, Proctor
and Gamble launched a large advertising
campaign promising to have Crisco in every
grocers store.  They shipped off numerous
trial versions to at least one store in
every town for their release date.
They developed a collection of recipes
using Crisco, offering them to housewifes
for trying their product, and hosted
cooking schools across the nation. Companies played with technology creating new products to turn into successes with advertising. Although advertised as unique products of the modern technology, the floating soaps and others were generally created by accidental fortune. In the process of making their regular soap, Proctor and Gamble employees accidentally stirred one batch of soap too long, producing what we now know of as Ivory. With Crisco, Proctor and Gamble actively sought to create a new product using cottonseed oil. Combined with their soap lines, this new product would allow P & G a lower market value for their main ingredient. Ivory soap advertisements became

known for their lack of content.

The soap that floats came to stand

for health, beauty, and good will.





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