Joy (dishwashing liquid)
|Owner||Procter & Gamble|
First introduced to the U.S. in 1949, Joy was an early example of a product being reformulated to include the fragrance of lemons and helped begin the overall trend toward citrus-scented cleaning products. Joy is designed for use in the hand washing of dishes, not automatic dishwashers, and as such also contains emollients designed to protect the user's hands from drying out.
Joy is currently available in several fragrances and varieties, including an anti-bacterial formula, and is available in both "non-ultra" and "ultra" (concentrated) strengths.
The product is probably best known for its long-term sponsorship of several "soap operas", perhaps most notably pioneering television soaper Search for Tomorrow. There are several kinescopes existing of 1950s' "soap operas" containing these commercials, usually with the famous slogan, "From grease to shine in half the time".
The Joy brand was introduced into Japan during the 1990s, where it became market leader for a period of time.
- Dyer, Davis; Dalzell, Frederick; Olegario, Rowena (2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble. Harvard Business Press. ISBN 1-59139-147-4. Retrieved May 29, 2011.
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