Ajax (Cleanser)
From Graces Guide
Ajax cleanser (or Ajax brand cleanser with bleach) is a powdered household and industrial cleaner introduced by Colgate-Palmolive. Its slogan was "Stronger than dirt!", a reference to the mythical character Ajax. The Ajax name was successfully transferred to an entire line of household cleaning products and detergents; the line enjoyed its greatest success in the 1960s and early 70s.
- 1947 Colgate-Palmolive introduced Ajax cleanser, with the slogan "Stronger than dirt!"
- 1948 The first commercial jingle heard on television in the United States was for Ajax Cleanser. The jingle was "You'll stop paying the elbow tax, when you start cleaning with Ajax".
- 1960s The slogan "Stronger than dirt!" was used again for the company's Ajax Laundry Detergent, with an armed knight riding a white horse.
- 1962 Ajax All-Purpose Cleaner with Ammonial was introduced, being the first major competitor to Mr. Clean, which Procter and Gamble debuted in 1958.
- 1963 The success of the so-called "White Tornado" forced Procter and Gamble to introduce its own ammoniated cleaner, Top Job, beginning in 1963.
- 1963 Ajax Bucket of Power, an ammoniated powder floor cleaner was introduced.
- 1964 Ajax Laundry Detergent introduced.
- 1965 Ajax Window Cleaner with Hexammonia was introduced.
- 1967 A short-lived spray cleaner was introuced.
- 1971 The last successful Ajax line extension, Ajax for Dishes, debuted; now known as Ajax Dishwashing Liquid.
- 1970s-80s A widely mocked commercial in the late '70s to the early '80s declared "Armed... with Ajax!"
- 1980s Ajax Laundry Detergent was available in a liquid formula, with and without bleach alternative, beginning in the mid '80s.
- Ajax Dishwashing Liquid and the flagship powdered cleanser are the only two Ajax products sold to consumers by Colgate-Palmolive. The brand name continues on a line of institutional detergents, cleaners and disinfectants.
- 2005 Colgate-Palmolive sold the U.S. and Canadian rights to the Ajax brand name on laundry detergents, as well as to other laundry products as Fab and Cold Power, to Phoenix Brands.
See Also
- [1] Colgate-Palmolive website
Sources of Information
- [2] Wikipedia