Word: axion
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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...
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...
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...