Word: lifebuoys
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Before he had well warmed Lever Brothers' presidential chair (TIME, June 10), Charles ("Chuck") Luckman sat down hard on the firm's $7,274,503 radio budget. Off the air went Lifebuoy's "Bazooka Bob" Burns and Rinso's soft-soap opera, Big Sister. Last week Luckman made an economy-size substitution: Fighting Senator, a sort of Lone Ranger with social significance...
...Lever radio shows (Rinso's Big Sister and Lifebuoy's Bob Burns program) are to be axed. Before he's done, Luckman plans to slice $5 million from the budget for radio, pay it out for newspaper and magazine advertising. The budget, now weighted 70% to 30% in radio's favor, will be balanced, 50-50. Where Lever leads, others often follow...
...till then Unilever's U.S. subsidiary had been largely the creation of President Francis A. Countway, an elegant patrician who sometimes seemed more like a Renaissance prince than what many people called him: "the greatest advertising man in the U.S." Lifebuoy soap was introduced from England in 1898, but it was Countway who, after a golf game one hot afternoon, invented B.O. to go with it. He had presided over the debuts of Lux Toilet Soap, Rinso, Swan and Spry. He had earned his huge salary (in 1939, $469,000, highest in the U.S. outside Hollywood) by boosting Lever...
...Chicago, some retailers think they now know that high-school students prefer colored toothpaste, eat three times as many candy bars as their parents, heed Lifebuoy's "B.O." slogan oftener than Ivory's "It Floats." This and other sales-stimulating information is the merchandise they buy from Chicago's newest pollster: pollster" jive-jumping Eugene Gilbert, president of Gil-Bert Teen Age Services...
...week, amid considerable commercial mystery, President Luckman sold the company for "upwards of $10 million." The buyer was Lever Brothers Co. of Mass., subsidiary of the Netherlands Lever Brothers & Unilever, N.V., which is now controlled by the British company of the same name. They make Vimms (a vitamin product); Lifebuoy Shaving Cream; Lux, Swan, Fairy and Lifebuoy soaps; Rinso, Gold Dust and Silver Dust; Spry and Coro shortenings...