Move Over MacArthur.....
"Ladies, Dreft is back!"
Lincoln, Me. (DG)---
will be remembered for the end of World War II. While many servicemen
and servicewomen were happily preparing to return to civilian life, the return
of an old friend to the dishwashing wars was in the process of becoming
reality. The radio
listeners heard this thrilling bit of news during the closing commercials
on the late 1945 broadcasts of NBC's LIFE OF RILEY.
The commercial began with the announcer exclaiming, "Ladies, Dreft
Now you might wonder, "Where the heck did it go?" The answer
was World War II. When the United States entered the war, many companies
did their part for the war effort. Procter & Gamble, the
makers of Dreft, was one of those companies. While soap
production at the company was cut back, the production of Dreft
was almost cut back entirely. It was made in a very limited
supply and distributed to a few regions of the country. The reason why
Dreft was affected more in war production than the other
Procter & Gamble soap products was because Dreft
wasn't a brand of soap! It was the very first synthetic detergent ever
made--- and its ingredients and machinery were needed for war production.
Dreft was hard to find during the war years, Procter &
Gamble made sure the listeners didn't forget its detergent creation.
From 1943-1945, Dreft was the sponsor of NBC's DREFT STAR
PLAYHOUSE, a daytime anthology series with a serial format.
On the program, announcer Marvin Miller had the unusual task of selling a
product on the air that many people simply couldn't buy. He asked the
people to be patient and reminded the listeners Dreft will be
coming back for consumer use once Procter & Gamble was able
to make it. Of course, it would be after the end of World War II.
Like Miller did on DREFT STAR PLAYHOUSE, the announcer who
exclaimed, "Dreft is back" asked the radio listeners to be patient.
Dreft was returning to consumer use, but its supply was still
scarce. Fortunately, this was temporary.
In a short time, everyone who used Dreft for dishwashing
could find the familiar green box on the grocer's shelves. Just like
it did before the war, Dreft continued its reign as the top
selling brand for dishwashing.