Unilever United States, Inc.: Ring-Around-The-Collar campaign
Mariko FujinakaOverview
The world of liquid laundry detergents was significantly altered with the introduction of Wisk in 1956. Made by Unilever United States, Inc. (then Lever Brothers Company), a subsidiary of the Anglo-Dutch conglomerate Unilever PLC, Wisk was positioned to challengethe well-established powdered laundry soap category and was marketed as a heavy-duty detergent. Americans were accustomed to the established powders, however, and Wisk seemed unable to permanently penetrate the market. To infuse longevity into the product and boost sales, Lever Brothers decided in 1967 to launch a major campaign touting the wonders...