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Lifebuoy i-> getting one of the Level announcements each week, as 01 1 June.
Lifebuoy's advertising polic) 101 1953 can be summed up as follows : radio for a direct pitch t<> women and foi sustained effort through the yeai ; I \ for it impact as well as to maintain the sustained advertising effort; pi ini media I" tell the Lifebuo) -t"i \ it) detail with strong emphasis "ii its new eye appeal, both in package and of ilic product. I'lint media are used main I \ during the summer, which is Lifebuoy's best season.
In preparation lor the draw summer push, Lifebuo) bought a package deal for an intensive radio campaign in it largest market, New York. This past Ma) and June. Lifebuo) ran 12 announcements a week over WNI.W — quickie 1" and 30-second announcements keyed to weathercasts, alternating with IVpsodent's -pot campaign.
Tlic most dramatic aspe t ol the new ad campaign is Lifebuoy's debut on Aunt Jenny, a straight pitch to housewives. Here, as in its other current Lifebuoy ad copy, Lever Bros., through it agency Sullivan. Stauffer, Colwell & navies, is being outspoken and frank about earlier deficiencies of the product. Says Aunt Jenny to her listeners:
■'Friend-. I've worked with Lever Brothers Company for a number of fears, but I never dreamed I'd get excited about Lifebuoy soap. Mainly bei ause I didn't like that strong 'medicinal'odor. Now I am excited! They've just brought out a brand-new Lifebuoy — new inside and out. and believe me
it simpl) wonderful. It imelh wondei tul. I bat old "mi.-i I it inal1 odoi is Now I ifebuo) -M ell nil •■ ind 1 1 .i" iini .i real beauty -soap fi agram e. \nd friends it does so mm b l"i \ ou !"
Dan Seymour, announce! on the liini lenn\ show, joins in foi the Btraighl sell:
"' I hat's 1 1 In. \iint Jenny . This new I ifebuoj gives you a new kind oi bathto-bath l'>.< ». prote ii"M. I hat's bi ause I i ebuo) now has a new ingredii a new deodoi izei called Puralin. i ou can't see it, oi feel it. oi -m.il it ; ut I'm din Btays with youi -km and h on protei ting j ou as long as three daj s after a bath. So don't wait. I j our family to this won lei ful new I buoy at it dow n-to-earth pi i
IIIIIHifiriflllllfiniilllMMilllliflllllillllllMMMIliMMIIIIIMIMflEIIMMIMMEMiEllllllltl
case history
Aunt Jenny : "I rj it ! x oull love it. I'm sure!"
In tcle\ i-ion. Lifebuoy uses an integrated film commercial on Big Town, with program characters Steve and Lorelei discussing the merits "I the new Lifebuoy . Here, the copy i aimed at a mixed audience, rather than strii tI\ at women.
In print media. Lever Bros, has been using four-color spreads to put a r< ss the new coral color of Lifebuoy with Puralin. The bulk of the print-media budget goes into Sunday sup] comic-, and daily newspapers.
Lifebuoy's difficulties dale from the advent of the cosmetic appeal in toilet
d toothp -t'- in the middle I hirties. I hi : ion of fi
w itb mildness wbi< b > ompetiti
i . stress in then advei i ling Ini 1 where it hurt in it Bales i urve. I he
theme w In b had i I buoy mi
the earlj I hii ties I see box on this for histoi . "I thi Ii • • now
turned aroun
-mall chance Lifebuoy might have bad with the women market in the late I hirties. I ,\ en in the fai e oi a steadiK i ising ties i urve lor the t
■ industry due i" ing as defense plant mom ted,
! ifebuoy ink to numbei eight spot.
In I'M I the iil'K dii' Iding oi the Lever family attempti i opy ap»
b to supplement slipping des in the male market w ith incre ised
market tli -. I he py theme in
; lb ii 1941 advertising,
m • tl\ .it women : ". . .
fresh ind exhil irating. . ." I nfortunatel) . the subsequent boost t" after a brief, momentary upsurge, w is, if fresh, not very exhilaratii I buoy was cow making a bid for the i ighl market, but the prodt* t ha I yet achieved women appeal. Lifebuoy had ■ i •! to graduate from odor to fral.ifebii" -tin k M ith
the !'>.( ■. theme.
On radio, the I!.", foghorn in effe i achieved bj filter technique I
beard on -u b ■•
At ind ( nil
the Police 1 etween 1946 an I 1949
'urn In |
IIIIIIIIIIIWIIIIIIIIII
ffotr Lifebuoy atUled B.O. to the hnylish friiir/iffrr/c
Introduced in the V. S. in 1895 from England, Lifebuoy climbed lo one of the top selling spots among toilet soap*. h\ the early part of the 20th century.
it
It was sold as an antiseptic health soap. The 1918 influenza epidemic catapulted Lifebuoy sales due to the firm's advertising approach which capitalized upon Lifebuoy's germkilling qualities, its ability to combat disease.
The year 1926 marks the beginning o) the B.O. Ads that year claimed the soap combatted "perspiration odor." The evolution from "perspiration odor" to "body odor" to "B.O." followed within weeks, and by the end of 1926, B.O. had become the newest addition to the American vocabulary. This copy approach, overwhelming ful initially, uas to have a reverse effect utter a decade.
■ and 1930, th> B.O dped quadruple
I febuoy, which had led as a
family soap, was ' | identified with male I becaust
The trend away trom "medi< inaf < hich
started in the drug industry in the early Thirties worked
febuoy. The B.O. theme began lo hit a point of
diminishing returns. Advertising ar^propriations were cut
sharply after a five-year decline in sites, but thcopy theme was never abandoned.
Today, with Lifebuoy's chi wop,
Life! ingredient, Puralin, its new, fresh
fragrance. Buf 8.0 'ill a par -heme, and
certainly a part of the English language.
13 JULY 1953
35