Business & Finance: Irium-Plated Alger

The Pepsodent Co. of Chicago is a business anomaly: everyone knows about its product and no one knows about the company. Millions have responded to Amos & Andy, who helped make "film" on teeth a wallflower's nightmare; millions have listened to Bob Hope and been persuaded that "Irium" applied to their teeth would make them the toast of the town.* But while millions bought Pepsodent, no one could buy the unpublicized company that made it—nor can anyone buy it today.

Lasker and Luckman. For 25 years, the mastermind of this profitable anonymity...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!