Sales Of “Not So White” Detergent
(Special CorretponOmi NZ.P.A.)
LONDON. May 2. That brand of detergent or washing powder, brand “X," which in television advertisements always suffers" in comparison with the “whiter than white,” and which the housewife never chooses when asked to pick her favourite will actually arrive on the British market in a couple of weeks. The man behind the plan to enlist general support for the underdog is a Manchester supermarket owner Mr Charles Terry. At present his washing powder is packed by hand and sold in seven shops in the Manchester area. Now. however, stores and wholesalers have ordered big stocks, and a leading soap manufacturer wants to take over brand “.X.” Explaining his actions Mr Terry told the “Daily Express”: “Like everybody else I kept seeing that washing advertisement on television where a woman has to say which bundle of clothes is washed whiter. I often longed for a woman to choose the pile washed in brand ‘X.’ “She never did, of course, but I took the thought on from there and found other people thinking the same way. I thought why not let people try brand ‘X’ themselves and so I registered my
own powder in that name. I don't claim it washes whiter than any other powder but I do say it will wash as white as the best of them." Mr Terry has taken over an old church where his £9OOO mixing and packing machine will produce 45.000 packets daily. There is room for more machines and he expects to turn out 500,000 packets daily when sales are in full swing. His powder will sell at Id to 3d cheaper than other powders.
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Press, Volume C, Issue 29503, 3 May 1961, Page 5
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281Sales Of “Not So White” Detergent Press, Volume C, Issue 29503, 3 May 1961, Page 5
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