Word: axion
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Dates: during 1970-1979
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Introduced with splashy promotion campaigns less than three years ago, enzyme pre-soaks like Procter & Gamble's Biz and Colgate-Palmolive's Axion quickly became household words and laundry staples. Enzymes were then added to most detergents. Today, brands containing enzymes account for at least 60% of the $1.5 billion U.S. market for pre-soaks and detergents. Now, government officials in both...
Enzyme products have also been charged with polluting waterways. Last week a new indictment came from Entertainer Arthur Godfrey, whose avuncular endorsements for Colgate's Axion are a major element in the pre-soak promotion campaign. "They call it an enzyme pre-soak, but that's misleading," said Godfrey, a dedicated conservationist. "They should say that it's an enzyme-active detergent...