Unveils New Image,
“Introducing Procter &
Lincoln, Me. (DG)—
the closing of the Saturday, March 6, 1948 broadcast of NBC’s TRUTH OR
CONSEQUENCES, the radio listeners expected to hear the final commercial
for Drene Shampoo. As
usual, they heard the announcer talk about Drene, but it wasn’t
the same Drene the listeners were familiar with.
This Drene Shampoo wasn’t just new, it was “New! New! Drene.”
Procter & Gamble, the makers of Drene,
made major changes both inside and outside.
On the inside was a gentle shampoo
that brought out the softness and shine of the hair it came in contact with.
Granted, other shampoos did this, but what sets New!
New! Drene apart
from the competition was an added ingredient known as “Soft-As-Rainwater
Action.” This new ingredient
doesn’t mean all Drene users could only wash their hair
out in the elements of a rainy day. Depending
on the time of year and the region the Drene user lived, this
could be a very chilling experience. What
the announcer meant, Soft-As-Rainwater Action assisted Drene’s
gentle shampoo in washing the hair to a natural shine and softness
without a trace of dulling soapy film on the hair.
Drene washed away the unwanted dirt, but left the hair
shiny, soft, and easy to manage. If
there were springy curls before the shampoo session, they were still there--- as
springy as ever, after Drene got through with them.
also played a major role with New! New!
Drene. With the faster pace the American people had to endure during
a typical 24-hour day, leisure shampooing wasn’t necessarily a thing of the
past, but it was certainly on the endangered list.
When the hair had to be washed in very little time, New!
New! Drene was the
shampoo to use. In contact with
water, Drene exploded into rich, creamy lather.
This lather content was as much as 5 times the lather amount of other
shampoos and soap. New!
was very consistent in its quick lathering ability--- even with water that was
hard enough to cut with a chainsaw.
Not only were there noticeable
improvements with the shampoo inside, there were also noticeable improvements on
the outside. These changes didn’t
necessarily do anything for the hair, but there was a noticeable difference in
how the shampoo was packaged.
Instead of the blue and yellow
package Drene users were familiar with, New!
New! Drene was
packaged in a new colorful green and blue carton.
Its new color scheme was easy to pick out in all stores who sold shampoo.
Since the shampoo content and the carton were new, it made sense for the
bottle inside the new carton to have some changes.
Its new bottle design was designed specially for the hands to hold it.
The middle of the bottle was curved in to fit the contour of the hands.
There were also ridges where the hands could easily grip the bottle
without dropping and breaking. For
those people with butterfingers, there was a better chance of holding the new New!
New! Drene bottle.
Overall, the announcer said this “Procter
& Gamble Exclusive” was “headline shampoo news.”
Drene had always been a popular brand over the years, but
what was sold back then (as good as it was) didn’t compare to what New!
New! Drene offered
to people who had hair on top of their heads. Satisfied Drene users were even more satisfied
with what New! New!
Drene did for their hair.
New! Drene sounds
like it’s too good to be true, doesn’t it?
It was a real product and the people who used this new formula liked it
very much--- but it was replaced the following year with the next “Procter
& Gamble Exclusive.”
Since it was introduced, Drene
has had its share of improvements. This
is one of a series of articles on how Drene was sold over the
years. Keep an eye out on this
website and my own website (www.dg125.com) on these different changes.