Ruthrauff & Ryan Symptom-Cure Formula Depression era success-Creating B.O. | A Cultural History of Advertising |

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In December 1925, R&R won Rinso, its first Lever Brothers business. A decade later, playing against the fear of social isolation, R&R positioned another Lever product, Lifebuoy, as a "health soap" that could stop body odor. When consumers were offended by the phrase "body odor," Cal McCarthy, an account exec, created the euphemism "B.O." for the offending idea.