Most Trusted Laundry Detergent: Tide
Tide has been the top-selling laundry detergent for more than 60 years, but no one can remember how or why the product got its name. Researcher David Byerly worked for more than 10 years to create the first heavy-duty synthetic laundry detergent, called Project X during development. Tide was revolutionary when it launched in 1946, transforming laundry from a laborious chore into a much easier task. Today, the detergent has quite a loyal fan base. In a 2009 survey, Tide was among the top three brands that people (at all income levels) would be least likely to give up, regardless of the recession.
Most Trusted Toothpaste: Crest
Dental disease was one of America’s biggest health problems in the early 1940s. Procter & Gamble began researching ingredients that could be added to toothpaste to help prevent tooth decay. They partnered with a research team at Indiana University to develop a toothpaste with fluoride. After successful clinical studies—in one, children experienced nearly a 50 percent reduction in cavities—Crest hit the market in 1956. In 1960, the American Dental Association recognized Crest as the first toothpaste to effectively prevent cavities.
Most Trusted Bathroom Tissue: Charmin
After an employee of the Hoberg Paper Company of Green Bay Wisconsin described the company’s toilet paper packaging designs as “charming,” the brand, which launched in 1928, landed its iconic name. In a now-classic advertising campaign, the fictitious grocer Mr. George Whipple told his customers, “Please don’t squeeze the Charmin!” in more than 500 commercials that aired between the 1960s and 1980s.