0 'So Clean' - A History of Creative Advertising

Sunlight soap was the worlds first packaged, branded laundry soap created by the Lever Brother. The success of the brand was down to the ads created by William Hesketh Lever which in cooperated modern art into advertisements: something that was still relatively uncommon.

Levers adverts were mainly aimed towards woman and played very well to their needs and societies happenings. For instance being more patriotic during the First World War in which they published a advert depicting how Sunlight Soap would help war troops. Adverts also urged wives and families to send tablets of Sunlight Soap to the front. Other adverts also had slogans such as "While quality exists, victory is assured" which would play very well on the feelings of anxiety that women during that time would have had.