Our list of Great American Brands that advertised in mid-century women’s magazines would not be complete without the mention of Tide laundry soap. It has been a favorite for washing clothes for generations. In fact, I just started a load of laundry and what detergent did I use? Tide.
I found several Tide laundry soap ads in my collection of mid-century women’s magazines. Most were from the early 1950’s and featured classic mid-century illustrations. The ad below is from the August 1951 edition of Family Circle magazine.
Tide is one of the newest brands on our list of mid-century Great American companies. It was introduced in 1946 thanks to work by the chemists at Procter & Gamble who found a way to clean clothes in hard-water environments. Automatic washing machines were still not mainstream in 1951. Washing required using a wash tub and a wringer to get the water out. The ad was clear to point out that the extra task of rinsing was not necessary.
All of the ads from this campaign included a picture of a basket of laundry with a box of Tide on top.
The bulls-eye orange and gold logo still exists today.
Here are a few more ads from the early days of Tide.
This one features a happy family.
The ad also suggests that you buy Tide to wash dishes. Hmm.
Two more with happy family illustrations. We have a smiling mother and daughter, and a proud father and son.
This one is from 2 years later. There is no laundry basket in this one, but we still see a happy housewife.
Tide partnered with Maytag for this one.