Jingles of Cleanliness

by Wyatt Newman

Two advertising characters were quickly identifiable, as soon as their faces--and long faces they were, since they were really chrome- dome baldies, appeared on the TV screens. Remember the Rainier Brewmaster? I was so fascinated, for some strange reason, that I wrote a letter to Rainier Brewing, when I was of drinking age, c1964, and had adopted Rainier as my beer beverage of choice, complimenting them on such fine advertising skills. They actually wrote back.The Rainier Brewmaster was a Northwest figure. He was a real human being, but not a real brewmaster, the Rainier people so honestly informed me--not that I thought he was.

Another bald icon, known throughout the nation, and his pitch more recognizable whenever he appeared, was the Mr. Clean. He was a cartoon figure of a genie, with an earring and huge biceps, looking like a man who could really take care of household dirt. How did the jingle go?

Mr. Clean cleans your house and all the dirt that's in it,

Mr. Clean cleans the floors and (words at this point escaped me)--

Mr. Clean, Mr. Clean, Mr. Clean.

I'll bet webmaster Ed can provide the words I don't recall.

(Editor:  not sure. Maybe this?

Mr. Clean gets rid of dirt and grime and grease in just a minute.

Mr. Clean will clean your whole house and everything that's in it.

Mr. Clean, Mr. Clean, Mr. Clean.

)

For some reason, jingles for cleansing products had the catchiest .tunes: Ipana, Ajax, Mr. Clean, and Pepsodent. Remember-- "You'll .wonder where the yellow went when you brush your teeth with Pepsodent.".

All personal hygiene product ads used a scare tactic, and probably .effectively. "Halitosis" for mouthwash, "Yellow Teeth", "Underarm .odor", stinky feet. Such tactics were not unique to the 50s and early .60s. Bad breath fears were used in the 1920s by Sen-Sen, but not for .reasons of wanting to avoid offending the opposite sex. Sen-Sen was .designed to cover any tell-tale odors of having consumed alcoholic .beverages, important in the Prohibition era. Sen-Sen was still sold .in the 50s. Ron Bodvin and I, in our Logan days, would go across the .street during lunchtime to buy some sweets, and an envelope of Sen- .Sen was one of our favorite choices. It was perfect for putting in a .shirt or pants pocket, cheap and had a strong licorice flavor. I ..loved licorice. Finnish people seem to have a craving for it. Being Finnish, I guess it was in my genes. Sen-Sen was definitely in my blue jeans quite often.