Word: mouthwashes
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Dates: during 1960-1969
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...Salvation Army has been almost as fortunate. The army, through a gift, owns a small share of the royalties, which have steadily increased as Listerine remained dominant in the rapidly expanding U.S. mouthwash market. Other small amounts are held, and income is gained, by Wellesley College and the American Bible Society...
...beach. One of the niftiest coeds of the lot, Betsy, is off by herself, ignored, patting castles in the sand. A girl friend comes over to console her. Betsy whispers a burning question: "Could I possibly have bad breath?" The answer is could be, and Betsy is slipped a mouthwash. Then the camera dissolves to THE NEXT WEEKEND. The same old gang is singing around a bonfire on the beach. Only this time Betsy and one of the guys are making out like crazy. Her girl friend returns, and coos: "Looks like you two are going steady." Breathes Betsy sweetly...
Fact of the matter is that'the steadies are actually becoming a foursome -the boy, the girl, the mouthwash and, whether he likes it or not, the U.S. TV viewer. The television advertising budgets of Listerine and its competitors have more than doubled in the past two years. As a result, nighttime commercials have become rife with halitosis warnings...
...into his mirror: "Boss, you could fire me for this, but you have bad breath. BAD BREATH!" Then, anguished minutes later, the employee is in the office and begins, shakily, "Boss," only to be interrupted, mercifully, by the boss's fragrant announcement: "Johnson, I have discovered a new mouthwash...
Wild Scramble. Another product, Reef, attacks the problem with an equally ridiculous approach. The setting is a party or a convivial cruise. The apéritif is a bottle of Reef. All the gang raise their frosty champagne glasses in a mouthwash toast as the announcer cheers, "So here's to breath [clink!] that's really clean...