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G i is spray starch commercial for '62-'63 season in the making
Tv is the industry battleground, and those with the best and the most in that medium are coming out on top. Above is a recent spot filming of Glis, product of Aerosol Corp. of America, subsidiary of Shulton. Glis is strong in the Northeast
tribute to the lucrative rise of tv billings.
And as the product is good to tv, so is tv to the product. Almost exclusively the result of heavy tv schedules, industry men admit, there has been an increased awareness of laundry starch strong enough to overcome those not-toolong ago much-publicized claims, '"Sou don't need starch, housewives. Jusl let 'em dry and iron."
Spray starch as a tv client is following much the same rising patterns as have cake mixes, and hair sprays.
Already the field gives tv's creative men a challenge. Original appro, k hes for this product seem as hard to come up with as for muchadvertised soap products. The brands, the packaging, and the
usage of starch sprays are much alike, and so are the commercial appeals. Convenience and ironing ease are pushed in hard-sell spots of most starch clients.
Cotton-Maid, a southern regional starch, and a new and challenging member of the field, has produced one of the more original commercials. Both 60 seconds and 20 seconds in length, the commercials personify a poor wrinkle who doesn't stand a chance.
Prior to the advent of starch sprays, the starch business was losing its fashion as fast as a parasol. Women considered starch to be oldfashionecl, useful only before the invention of drip-dry and non-iron fabrics. "We've been trying to destroy that old-fashioned stiff-look image, and show that starch has a
place in the modern home," said one company official. The spray itself has given starch a modern image: starching is incredibly easier, and often rejuvenates clothes when some of the wash and wear fabrics become wash, iron, and wear. At any rate, housewives often find that a "touch-up" at the ironing board helps to enhance the article's appearance.
Liquids and solids. The dry and liquid starches are more than casually interested in the success of sprays, although neither has a right to be jealous. Dry starches, on a steady downward trend, are still going down, but ironically, the liquid market has stopped its downward movement, and perhaps even reversed it. This is attributed to the rising interest in starches in gen
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SPONSOR/ 17 DECEMBER 1962