Word: dri
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...Wonder Bread has discarded a campaign that drew consumer criticism by asking children "How big do you want to be?" and hinting that the product could make them grow; the new "Fresh Guys" theme features animated loaves in TV commercials. More candor is creeping into ads. Pitches for Sta Dri now note that no antiperspirant really keeps people dry. The product's name, the ads say, should "probably be 'Stay Dryer...
...main themes of the toys this year are science and war. Keeping up with the year's changes in the nuclear laboratories, the new Atomic Energy Labs, selling at $49.50, are now equipped with deionizers, Dri-electric power packs, and Geiger Counters. Thousands of smiling pink-checked celebrants on the 25th are being exhorted to test the radioactivity of ore samples, measure half-lives, view the alpha particle effect on fluorescent screens, and prospect for radio-active deposits on the way to school. Parents are assured that success in this venture may lead to a $10,000 reward, that very...
They were playing only three nights a week; schoolwork kept them from doing more. Since July they had been packing fans into Van Nuys' elaborate, teenagers' Ciro's, the Dri-Nite Club, and making more than pocket money doing it (about $45 a week). By last week, they had spread out to playing one-nighters here & there, for fraternity dances and Hollywood high-lifers such as Columnist Jimmy Fidler. But the surest sign that they were really arriving was the hushed way the fans listened when the boys sat in with jazzbos like Drummer Zutty Singleton...
...spare time Dee Givens made a few Dri-ettes by hand and sold them to two department stores. Harassed mothers grabbed them up so fast that Dee saw a future in the business of making babies socially more presentable. She quit nursing in 1936, borrowed $100 from the La Grange State Trust & Savings Bank and set herself up in business with two helpers in a tiny Western Springs store. Shortly after, the bank executive who had lent her the money became the father of twins. The Dri-ettes made such a hit with him that he backed her with other...
...demand for Dri-ettes grew, Dee expanded into two adjoining store buildings, had connecting doors knocked through the walls. The wartime shortages of rubber nipped her, but she developed a Dri-ette from synthetics. As business burgeoned, other manufacturers copied her idea. She merely added new products, standbys like waterproof panties, sheets and aprons...