It is one of the oldest toothpastes on the market today and still touted as a favorite by those who swear by the brand---Pepsodent. The well-known minty-flavored toothpaste, now sold mostly in discount stores and chains, has stood the test of time and still has many faithful users.
History
Documentation of Pepsodent's roots goes back to at least the late 1920s, although prior to that, records are sketchy. Claims that Pepsodent toothpaste was effective in fighting tooth decay made it an impressive and sought-after toiletry item in the early 20th century. Further claims that Pepsodent whitened teeth with a special ingredient known only as "IMP" gave the minty toothpaste a glamour appeal to the jet set. Formerly owned by Unilever, the Pepsodent brand is now owned by Church & Dwight Co., Inc.
Advertising Boosts Sales
Marketing efforts to sell Pepsodent toothpaste were very successful, and sales skyrocketed thanks to a well-known slogan of, "You'll wonder where the yellow went when you brush your teeth with Pepsodent." Entertainers also helped give the toothpaste a boost. It was referred to in a popular 1949 musical called "South Pacific." Singer Cole Porter also mentioned the tasty paste several times in his recordings, and Pepsodent was the sponsor of the famous 1929 radio show "Amos and Andy."
Marketing Makes Lasting Impression
Another popular Pepsodent advertisement was an oversized neon sign projecting a girl on a swing that hung in New York in Times Square in the 1930s. The larger-than-life advertising sign was so successful, it was depicted again in the 2005 remake of the movie "King Kong." Comedian Bob Hope also saw the opportunity in being associated with the popular toothpaste and named his 1938 variety show the "Bob Hope Pepsodent Show."
Pepsodent's Descent
In the 1950s, Pepsodent toothpaste sales began a steady decline due to the fierce competition of several other companies that were marketing toothpastes with fluoride, a new ingredient that Pepsodent manufacturers had yet to add to their popular paste. The mistake proved to be a costly one for Pepsodent. In addition, in 1994 claims were made that Irium, the ingredient that Pepsodent claimed for years that it fought cavities, never existed in the toothpaste and was actually a radioactive material.
Pepsodent Holds On
Although Pepsodent never fully bounced back from the decline, reclaiming their position as the number-one toothpaste in the U.S., the toothpaste dinosaur is still being sold in 2009 as a lower-priced brand and costs about half of what leading toothpastes today sell for. Marketed today as Pepsodent Complete Care toothpaste, the Church and Dwight Company claims the product is a proven cavity fighter that helps remove plaque and creates white smiles, all while protecting the tooth's enamel and promoting good gum health.
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