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Lifebuoy Soap

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Lifebuoy soap (Lever Bros Ltd) was once one of New Zealand's best-known consumer brandnames. The brand's prominance was bolstered by its long-running sponsorship of the popular radio music chart show, "The Lifebuoy Hit Parade," which ran from the 1940s to the 1960s (The name changed to that of its manufacturer, Lever Brothers, as the "Lever Hit Parade" in the late 1950s).

This commercial, which ran during the Hit Parade, plays strongly on the fear of social disaster and the horror of giving offence with dreaded "B.O." – or body odour – which could of course be alleviated with regular use of the sponsor's product. This fear also featured strongly in Lifebuoy's print advertising.

Image: Evening Post, 2 November 1939 (courtesy of Papers Past).

Catalogue Reference 33508

Year 1947

Credits

Advertiser: Lever Brothers Ltd
Broadcaster: National Commercial Broadcasting Network

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