February 15, 2013
Now You Don’t See It…

…Now You Still Don’t. Is there any possibility at all that Americans will be stupid enough to pay money for this crap? Sure there is. We pay for bottled water, don’t we?

Switching from a sales pitch about eliminating stains to one about unseen soiling may seem to be an about-face, but Cheryl McKenzie, group account director for Union, said that what remained consistent for Wisk was a willingness to address unpleasantness. “…The new taboo that no one is talking about is that while you can’t see the dirt that’s in your clothes, it’s there…”

“When we talked to consumers,” Ms. Van Velsor said, “they said that whether it’s in the kitchen or the bathroom, they’re looking for thorough cleaning. They know that it can’t just look clean — it has to be clean all the way through.”

With laundry detergent formulations having improved enough in recent decades that many consumers trust store brands for stain removal, “there is so little differentiation in the category that you have to step above stains in order to break through,” Ms. Van Velsor said.


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Posted by Jerome Doolittle at February 15, 2013 05:55 PM
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I think I'll avoid this problem by staying away from ultraviolet lighting.

Posted by: JoyfulA on February 15, 2013 9:19 PM

Bottled water? Hell, we bought pet rocks, didn't we?

Posted by: ErgoDan on February 16, 2013 5:59 PM

Heck, George Dubya was ahead of his time! He spent a fortune to protect Americans from non-existent threats more than a decade ago...

Posted by: John Anthony Curran on February 18, 2013 10:38 PM

Back in the late 80s, there was a rather amusing book acquired by the library where I worked that talked about all the dirt and filth and germs and creepy-crawlies all around us that weren't really cleaned but just kind of pushed around and around by all of our housecleaning methods. Can't remember the title or the author now, but the staff had many happy moments grossing each other out with various passages. The chapter on dust mites was fascinating.

As for stupid Americans paying money for crap: For some reason, I immediately thought of people dumping their change into Coinstar machines in the supermarket, which then gives them back, IIRC, 93 cents on the dollar. I actually saw a woman doing that the other night. Coinstar has become a large, profitable company from that business (although they do have Redbox as well). I'm really having trouble thinking of any "comsumer" behavior stupider than that.

Posted by: Tim on February 19, 2013 10:19 AM
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