In about 1946,
experiments at Pumpherston led to the production from shale oil of some of the first synthetic detergents. Detergent
production was rapidly developed using imported oils and continued until 1992. The original name for this product was
'Iranopol' and later changed to By-Prox.
This new shale 'soap' brought greater
prosperity to the mining community of Pumpherston and Uphall.
Available on the market from the end of
April 1948, this was the first 'soap' in the form of a liquid detergent.
By-Prox could be used in the bath, for
washing clothes and doing the dishes...in fact,it could be used effectively for most general domestic cleaning
tasks.
In the press release of 13th April 1948
heralding the introduction of Iranopol to the market, the reporter is much impressed by the product. We think you
would have been too! |
Have you been to the supermarket recently to get some washing up liquid? Have you noticed the enormous range
of products on offer to you? How could we possibly market By-Prox in this modern, competetive environment?
Our 'By-Prox' advert was inspired by the television advertising campaigns that compare 'brand X' to 'brand Y'
in blind challenges.
So, we photographed Amelia's hand for the advert. But she no longer has any control over it! We have created
Amelia's hand as a prop to allow other people to scrub the filthy shirt which features in the advert.
Then Sally (9), Chris (11) and Fiona (6) took some digital photographs of our shirt and the 'By-Prox' bottles.
Stephen (9) asks "are you brave enough?", then Amy (11) and Jen (7) suggest we "take the By-Prox challenge".
We recorded Lauren (7) and Callum (7) as they blew bubbles into
water (and got soaked!). Now, haven't I seen these faces before?...that's
it!...they were in the Lavex advertisement too! (click
here to go to Lavex page)
Sean (9), with some help from his friends, blew raspberries for the sound effect of the By-Prox liquid coming
out of the bottle.
Lastly, Nicole (8)Callum (11) are the voices you hear over the final scene.
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