But All American
“Take BiSoDoL Mint Flavored Tablets, that’s all!”
Lincoln, Me. (DG)—
anything or anyone has/had a label of “American,” it’s usually a good
thing. For example, the term “All
American” is the name for those college athletes who excel in their respective
sports. We also have baseball’s
American League, football’s American Football Conference, and minor league hockey’s
American Hockey League, which just so happens to have the Rochester Americans
as one of its teams. There were
major companies over the years like the American Oil Company, the
American Broadcasting Company, and the American Tobacco Company---
and for a time, Kellogg’s Corn Flakes was known as the “All
American” breakfast cereal.
Overall, the word “American” gives us Americans a feeling
of pride of who we are and the country we live in.
As positive as the word is, there would be an advertising promotion where
“American” was, believe it or not, used in a negative light.
Of course, radio was the place where it was used, compliments of
month and year in question was August 1945.
This was a time where it was both good news and bad news for the American
people. First the good news.
World War II was very close to a successful conclusion for the Allied
forces. With that good thought, how
could there possibly be bad news? With
wartime living, whether it was working in defense plants, civilian jobs,
maintaining the house, or volunteer work for the war effort, the lifestyle of
the American people had developed the “get it done yesterday” attitude
we are (unfortunately) so familiar with today.
In other words, everything was “hurry! hurry! hurry!”
In order to get ahead, the lifestyle of the American people shifted
into overdrive. If the typical
human was designed to keep up with this fast and hectic pace, there wouldn’t
be a BiSoDoL radio commercial on this subject; I wouldn’t be
writing this article; and you wouldn’t be reading this tripe right now.
Unfortunately, humans weren’t made with “hurry up” in mind.
of the results of fast paced living consisted of the typical human’s
constantly high stress level and blood pressure; smokers would smoke more than
they should; and the eating of meals was squeezed into a very small amount of
time and at unusual hours. Any or
all of this bad stuff took its toll on a typical human with a very
unpleasant consequence---heartburn, acid indigestion, and the feeling of
fullness. This unpleasant trio
would be known on the radio for a name the people wouldn’t think of for
something so awful--- the infamous “American Stomach.” It’s obvious that the people couldn’t change the fast
paced lifestyle they lived in, but they could definitely do something about the
discomfort of “American Stomach.”
They found out exactly what to do by listening to the BiSoDoL
Mints commercials on the FRONT PAGE FARRELL radio serial.
the commercial, program announcer, Don Hancock, described that although the
American people in 1945 were energetic, there was also a price to pay for
their energy and enthusiasm--- that disgusting “American Stomach!”
Hancock pointed out BiSoDoL Mints relieved the troubles of
the ailment, but he also made it clear that BiSoDoL wasn’t a
makeshift or complete cure-all remedy. It
was specially made to neutralize excess acid, soothe irritated membranes, and to
provide a proper balance in the stomach. When
BiSoDoL finished its work, “American Stomach” was gone,
and the human was feeling instant relief.
were 2 distinct advantages BiSoDoL Mints had over the competition
in its never ending fight against “American Stomach.”
First, BiSoDoL Mints’ mint flavor was very pleasing
to the taste buds, and second, BiSoDoL could be taken anywhere and
any time the human happened to be when “American Stomach” was
starting to make life miserable. BiSoDoL's handy tin was easy to carry in
pocket or purse--- and it cost only 25¢ to buy one.
The only requirement of the people was to make sure their BiSoDoL
Mints tin had BiSoDoL Mints in it.
An empty tin--- even if it was a BiSoDoL Mints tin,
wouldn’t do much good
sum all this stuff up, “American Stomach” may be as American as apple
pie--- or the excess eating of apple pie, but the people back then were glad BiSoDoL
Mints was specially made to take on this American ailment and defeat it