Word: axion
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Dates: during 1970-1979
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...market, is expected to start this month by eliminating enzymes from Tide, the nation's bestselling detergent. (The company has no plans for changing ingredients in Biz, its enzyme pre-soak.) Colgate will gradually sift out enzymes from its detergents-Ajax, Punch, Burst, Cold Power-and possibly from Axion, the leading pre-soak. Lever will replace the enzymes in its Drive detergent with sodium perborate, a bleach...
...office at Compton right this minute," says the author, "trying to figure out what to say about Ivory Soap that hasn't been said may be 20,000 times before. If you're doing an ad for Tide, what do you say? What do you do about Axion...
Disadvantaged Minority. Miss Cadwell had a research group choose 607 women at random and ask one question: "What TV advertisement can you recall that you find particularly demeaning or objectionable?" Most-resented ads were for Right Guard deodorant, Axion presoak and Ultra Brite toothpaste. Right Guard's commercials show two families sharing the same medicine cabinet, and that, as Miss Cadwell sees it, belittles family life and offends women in their roles as wives and mothers. Women resent Arthur Godfrey's pitch for Axion, she believes, because it talks down to them. As for Ultra Brite...
...enzyme-active Axion is polluting the lakes and rivers of the United States, it proves to the makers that people are using their product. So they quickly affirm their concern for the environment in costly advertisements and then come out with a "new, improved" product...
Godfrey said that he had previously thought that the enzyme pre-soaks, unlike detergents, were not pollutants. He changed his mind after testimony was given at a congressional hearing in December that Axion contained more phosphates-43.7%-than any of 28 randomly selected washing products. Unless Colgate lets him declare that Axion is a water pollutant, Godfrey says that he will not only refuse to make any more commercials for the product but will also speak out against such promotions. Godfrey is producing six hour-long television specials on the environment and does not want to endanger his credibility...