Word: luckmans
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Dates: during 1940-1949
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Three months ago handsome Charles Luckman, 35, vowed he would sell The Pepsodent Co. of Chicago to no one (TIME, April 10). Last 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...
...Lever Bros, the deal was a gold mine. Pepsodent grossed $3 million in 1943 and is leading the toothpaste field on its slogan of "Pepsodent with Irium." Irium-smiling "Chuck" Luckman, the man who put the flash in Pepsodent, will stay on as president, will make no changes in policy, and will keep the famed, funny $15,000-a-week Bob Hope radio show to advertise only Pepsodent. Said Luckman: "This is a merger of champions. Together we ought to do pretty well...
...Luckman and Hope. In his travels (he still requires all Pepsodent executives to spend at least one-third of their time in the field), Chuck Luckman sold the men who sell the product. His latest projects are more esoteric: to make druggists love Pepsodent he has 1) engaged Industrial Designer Raymond Fernand Loewy to work out blueprints for ideal drugstore layouts; 2) asked the American Medical Association to study cooperation between doctors and prescription departments-though Pepsodent makes no Pharmaceuticals...
Last week Chuck Luckman was in Manhattan, en route to a Florida conference with Albert Lasker. He had just signed up Charlotte ("So Long Letty") Greenwood for his summer radio program while Bob Hope, "Pepsodent's No. 1 property," is on vacation. Luckman says: "Without looking I can tell the seasons of the year and the Crossley ratings just by the tone of Hope's voice when he phones me for a raise...
...Luckman's resolute promotion of Hope himself, as distinguished from Pepsodent, belies his gags about his good friend. Last year Pepsodent paid $225,000 to finance Hope's supersuccessful Army camp tours (TIME, Sept. 20), a new high. (Jack Benny-also a smart man with a dollar-recently decided to leave Grape-Nuts for Pall Mall cigarets, where he too will get a budget for personal promotion.) The fact seems to be that a team like Luckman and Hope pays off both partners...