Notes

[alt text]

The top half of the advertisment has eight boxes each with a different image to represent different applications of American Colloid Company’s product (Bentonite). Some of the example applications include: a young boy brushing his teeth, a women putting on sunscreen, someone polishing a shoe, a women smelling a purfume, and man about to swallow a pill. Under these images is black text on a white background discussing the benefits of Bentonite as well as an image of Bentonite in a more natural form as a white powder. 

[transcription]

How to make your new product…

better gelling 

more spreadable without greasy feel 

longer lasting on the shelf 

thick, but easy to apply 

more uniform

better in fragrance retention 

smoother in texture 

less bitter 

One of our many forms of Bentonite can probably help modify your rheology, and improve your product’s performance

We are the world’s largest producer of bentonite which we market to your industry under the tradenames Microfine Bentonite, Volclay and Polargel. This versatile mineral is now enhancing performance characteristics of products ranging from detergents to household cleaners. Bentonite is inert, biologically safe and easy to incorporate into your formulations. It is available in many options including granular, powder, flakes and NF - and CTFA - compliant grades. We will be happy to work with your R & D group to develop the unique performance properties your new product may require.

Call or write for details: 

American Colloid Company 

Industrial Chemical Division 

5100 Suffield Court - Skokie, IL 60077 -312/966-5720

[additional notes]

One thing that stood out to me was how central it was in the advertisment that the product could have many different applications in a variety of industries including both toothpaste and shoe polish. This type of advertisment is one that clearly demonstrates it is not meant to be seen by the public because connecting shoe polish, sunscreen, and toothpaste is not the most pleasant realization.