Word: pristeen
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...ORIGINAL two-page full color advertisement for Warner-Lambert's "Pristeen" shows a girl sitting on a dune, her knees at her chest and her air fluttering slightly in the wind. She looks very sad ( contemplative I later learned) and the headline reads, "Unfortunately the trickiest deodorant problem a girl has isn't under her pretty little arms. The real problem, " continues the ad in smaller letters, "is how to keep the most girl part of you-the vaginal area-fresh and free from any worry-making odors...
...became more direct. One part of her copy had rather shyly allowed that Pristeen is for "the most girl part of you." Later on, when the research results came in, she edited that to "the most girl part of you-the vaginal area...
...trumpet Pristeen, a new product of the Warner-Lambert Pharmaceutical Co., whose sales of Listerine, Roiaids, Bromo-Seltzer and some 1,500 other items added up to more than $700 million last year. Pristeen is, the ads say, "a vaginal spray deodorant" that ought to "be essential to your peace of mind about being a girl." Warner-Lambert executives claim that the multimillion-dollar Pristeen print media campaign is bigger than that for any other new toiletry product in 1969. Pris-teen's chief competitor is FDS (for Feminine Deodorant Spray), a similar product manufactured by suburban Chicago...
Girl-to-Girl Tone. When Papert, Koenig, Lois Inc., a Manhattan ad agency, first got the assignment to handle Pristeen, a group of male copywriters went to work, but their efforts did not quite capture the right girl-to-girl tone. The agency then turned to Peggy Prag, a late-thirtyish creative supervisor who spent six months devising the current approach. Though she found that she could "discuss the vaginal area just like automobiles or detergents" in agency conferences, her own copy clung to euphemisms, at least at first. Market research, including a nationwide survey of 1,200 women, showed...
Also Television. Warner-Lambert has sound reason to speak plainly. When the company first tested small-size, slyly indirect newspaper ads for Pristeen in San Diego and Pittsburgh, the results were indifferent. A later test, using direct, full-page ads in Atlanta and upstate New York papers, as well as more colorful packaging, brought an enthusiastic response. According to Ed Vi-mond, president of Warner-Lambert's products division, that test showed that "80% of adult women are interested in purchasing such a deodorant." Alberto-Culver and its agency, N. W. Ayer, advertise FDS on TV as well...