295. Brand Stories: MUM, The First Commercial Deodorant Brand, Print Ads 1959-1975

MUM, the 1st Commercial Deodorant Brand in the World, 1888

.The first commercial deodorant brand in the world is MUM Cream Deodorant, developed and created in Philadelphia back in 1888. It was a barrier-breaking personal hygiene product made with zinc compound, an active ingredient which chemically neutralizes odoriferous compounds and inhibits bacterial growth in a non-irritating way.

MUM "OUGHT TO BE TOLD" Campaign, 1959

The brand name "mum" means "to keep silent" as in the popular phrase and early on, it was sold in white, shallow cream jars. The user was advised to “apply MUM on underarms or other skin areas. For best results, smooth on gently until it disappears. Harmless to clothing and skin—can be used after shaving.Bristol-Myers bought the small company in 1931, and took MUM to greater heights and international popularity. 

MUM,"SHE FEELS CONFIDENT", 1960

MUM Cream Deodorant was launched in the Philippines towards the end of the 1950s, exclusively distributed by the Edward Keller  Co. & Ltd. with offices in Juan Luna St., Binondo. Advertising played aan integral part of its Philippine marketing, as the brand was actively advertising in the 1920s-40s.

 

MUM "Make Everybody Glad to See You", 1961

The first hand-illustrated print ads of MUM Cream Deodorant began appearing on the widely read Sunday Times Magazine in late 50s, primarily targeted to adult women and secondarily,  men. The print ad series utilized the original campaign theme “She/He ought to be told..”.

MUM ROLLETTE, 1959

In 1952, Bristol-Myers originated a roll-on applicator with deodorant lotion, sold under the brand name BAN Roll-On, available in 1954.  The same roll-on product was introduced in the Philippines as MUM Rollette, and the new “no mess, no drip, no waste” packaging was advertised locally in 1959 to wide consumer acclaim.

In no time at all, MUM was enjoying wide popularity in the country, challenged by a few deodorants like the fast-rising VETO and Odor-O-No. MUM was available in the Philippines throughout the 60s and 70s, and had its share of memorable TV advertising, one of which was the “MUM-yayakap” (“Hugger”) campaign. 

YOUNG LORNA TOLENTINO, FOR MUM, 1975

The rise of new deodorant aerosols, and alternative body sprays catering to the young market (Baan, Right  Guard, Impulse) , pushed MUM away from the shelves, as held an image as a feminine brand for adult women.  Tactical campaigns were launched to make MUM more appealing to the youth, thru redesign of the packaging and logo, and mother-daughter advertising.  By the 1980s, MUM was on its way out of the Philippine market until it disappeared altogether.

 In 2004, Doetsch Grether AG  (Pharma/ OTC/ Consumer Care) took over the license for  MUM and now market the brand for for Europe,  Middle East and 2017, Australia and New Zealand. In U.K. MUM is made by Dendron Ltd,under license from Procter & Gamble.

SOURCES:

Doetsch Grether AG , https://www.doetschgrether.ch/en/brands/m_53

Dendron Ltd. :https://www.mumdeo.co.uk/

MUM,Wikipedia, https://en.wikipedia.org/wiki/Mum_(deodorant)

The Sunday Times Magazine