Sapolio, a household cleaning product, was given a distinctive name and a personality through the invention of “Sapolio Town” where everything and everyone sparkled clean. A series of twelve rhymes (ghost written by the author Bret Hart) appeared in newspaper advertisements and on streetcar posters. These ditties, together with the images of the vaguely Dutch town and its contented inhabitants, were repeated so often that Sapolio cleanser became one of the best known cleaning products on the market. Sapolio also used one-line slogans that included “Used every week-day, brings rest on Sunday” and “A clean nation has ever been a strong nation.
