This week’s Brand X was introduced to the UK in 1905 and, with its
striking sunburst pack design, is still the best known brand in its
marketplace.
It was at the turn of the century that a director of Reckitt and Sons
visited Australia and found that a liquid product had superceded the
paste variants still used in Britain. He brought the formulation home
and made up a liquid very similar to today’s version, described by the
company as a siliceous polishing powder suspended in an ammonium soap
gel and dispersed in white spirit. Fortunately, it has a much snappier
brand name which incorporates the name of the metal with which it is
most associated.
Very few of its characteristics have changed since its launch. The
’recipe’ is almost identical and the packaging has retained its
authentic appearance.
In fact, the packaging has only really changed once, in 1941, when the
can was replaced by a glass bottle when metal supplies were diverted by
the war. This particular pack dates back to 1920, but you’ve probably
got a very similar one in your kitchen cupboard today. If you can name
it, fax us on 0171 413 4504. A bottle of bubbly could be yours if your
answer is correct.
Last week’s mystery brand was Camp coffee, and the champagne goes to
Hilary Mason-Jones of Carreras Lathane Associates
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