Moon Wars

Procter & Gamble fights back

One day around the year 1851, a Cincinnati wharf hand painted black crosses on boxes of Procter & Gamble candles so that illiterate workers could distinguish them. In time the cross became a star. Then a dozen more stars were added to signify the original 13 colonies, as well as a quarter moon with a human face, a popular image of the time. By 1882 the unusual logo had become Procter & Gamble's trademark.

Today the man-in-the-moon symbol appears on everything the mighty marketeer (1981 sales: $11.4 billion) makes, including Crest...

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