Word: presoak
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...made for TV. The subject of this Canadian melodrama is a religious cult like the Moonies, and Director R.L. Thomas' tone is about as judicious as Friz Freleng's. David (Nick Mancuso), depressed over a short-circuited affair, falls in with some "Heavenly Children" who presoak his brain with homilies and then scrub it clean of all hope, feeling, self. Although it has plenty of impact, Ticket is often too busy being outraged to bother with niceties of characterization and plot. (Just how does David become converted? At what point does he snap...
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...
Until now, enzymes have been little used in the U.S. except by commercial dry cleaners. Soapmakers feared that American housewives would not have the patience to soak clothes for at least half an hour-and sometimes much longer-before washing them. Apparently the manufacturers were mistaken. The U.S. presoak battle began when P. &G. tested Biz in Syracuse in 1967 and found a surprisingly strong market. Biz and Colgate-Palmolive's Axion then competed in Omaha, the soap industry's other key test market. (Omaha, explains a Colgate official, "tells us what the rest of the world will...
...jumped into a commanding lead largely by moving into more major cities before Biz. The total market now is $60 million a year and growing so fast that other companies are rushing to grab a share. Lever Brothers, the U.S. arm of Unilever, is test-marketing its enzyme presoak, called Amaze. In addition, detergents containing enzyme additives have been introduced by the three biggest soap companies-Gain and Tide XK by Procter & Gamble, Punch by Colgate and Drive by Lever Brothers. Regular Tide, which has been the No. 1 detergent since its introduction in 1947, has been replaced entirely...
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