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A CHAMBER MUSIC QUINTET, SUCH AS THIS. PLAYS ORIGINAL MUSIC TO BACK THE COMMERCIAL JINGLIZING OF CUTICURA
The ('ill ii lira click
Siiiiiiiii: < oiiiiiu'im i.iK with
original iniisii Imm»s| medical 4kd so;i|l s;il«*«»
Long use will dull the keenest blade — and the same thing will happen to a successful advertising formula. And of all the events that can finally take the edge off the keenest selling effort, the most relentless is the change in peoples living habits.
Officials of the Potter Drug & Chemical Corporation found that out in the latter half of 19,39 — in time to do something about it. Cuticura Soap and Ointment, leading Potter items, bad
been top sellers in the field of medicated skin preparations for many years. There was no surface evidence that their dominant position might be disturbed.
But up from New York one dav came Atherton & Currier's J. William Atherton. He had handled the Cuticura account for Morse International for years before taking it with him to his own agencv around 192"*. He had helped build Cuticura from a relative!) obscure name among many
struggling medicated toiletries brands to practically a household word.
He had a pocketful of facts and figures that startled the conservative New England management of Potter Drug and Chemical. His proposal made the directors i or so the stmv goes I wonder whether the astute pilot of their advertising hadn't deliberatel) timed his visit to coincide with the absence of ultra-conservative president Samuel M. Best, who Was mi a Euro( Please turn to page 58)
23 MAY 1949
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