{"id":136,"date":"2007-05-05T11:33:57","date_gmt":"2007-05-05T19:33:57","guid":{"rendered":"http:\/\/myadportfolio.com\/?p=136"},"modified":"2007-05-05T11:40:33","modified_gmt":"2007-05-05T19:40:33","slug":"why-does-zestr-soap-rinse-clean","status":"publish","type":"post","link":"http:\/\/www.myadportfolio.com\/wordpress\/why-does-zestr-soap-rinse-clean\/","title":{"rendered":"Why does Zest(r) soap rinse clean?"},"content":{"rendered":"<p>When you read the label on <a href=\"http:\/\/en.wikipedia.org\/wiki\/Zest_%28soap%29\">Zest soap<\/a>, you discover that most the the seemingly incomprehensible ingredient names are soap.  Sodium Tallowate? Soap. Sodium Palmate? Soap. Sodium Cocoate and\/or Palm Kernate? Soap.<\/p>\n<p>There is one plentiful ingredient ether sulfonate that is not soap.  It is a surfactant, or surface active agent.  These chemicals reduce the surface tension of water.  Their molecules have both a hydrophilic end and a hydrophobic end.  So one side of the molecule aligns with water, the other with oily dirt. They keep the dirt in suspension so it can be freely rinsed away.<\/p>\n<p>In researching this, I encountered the themeline &#8220;Zestfully clean&#8221;  first used in the 1980&#8217;s.  This was written by the redoubtable <a href=\"http:\/\/en.wikipedia.org\/wiki\/James_Jordan_%28publicist%29\">James J. Jordan, Jr.<\/a> who was a prime mover at BBDO for many years.  He was Creative Director before being promoted to President of the agency.  Incredibly talented, he coined memorable lines including &#8220;Wisk beats ring around the collar&#8221; and &#8220;Us Tareyton smokers would rather fight than switch.&#8221;  The fact that these themes are still remembered today testifies to their creative power.<\/p>\n<p> I knew Mr. Jordan and I am sad to see that he passed away in 2004.  He was a force of nature, and a passionate lover of great advertising. He will be missed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you read the label on Zest soap, you discover that most the the seemingly incomprehensible ingredient names are soap. Sodium Tallowate? Soap. Sodium Palmate? Soap. Sodium Cocoate and\/or Palm Kernate? Soap. There is one plentiful ingredient ether sulfonate that is not soap. It is a surfactant, or surface active agent. These chemicals reduce the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[2,4],"tags":[],"_links":{"self":[{"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/posts\/136"}],"collection":[{"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/comments?post=136"}],"version-history":[{"count":0,"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/posts\/136\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/media?parent=136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/categories?post=136"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/tags?post=136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}