It’s true. With each franchise famously having “a licence to print money”, many ITV franchise holders decided to diversify. Many of them failed to capture an audience – ATV’s Celebrity Square Crisps suffered by having the face of Arthur Mullard expensively printed on each individual crisp, and the less said of IBA Engineering Information Porridge the better, but some were more successful. Granada’s Crown Court Family Home Disagreement Trial Kit was a smash during Christmas 1977, while Yorkshire’s controversial Stars on Sunday Ninja Throwing Stars were a must for every schoolkid around the UK, at least until a swift Commons vote ensured they were banned from sale just eight minutes after hitting store shelves.
The most enduring product however was the LWT range of toiletries. Holiday Sweepstakes Sun Cream, Aquarius Mouthwash and an ahead-of-its-time Police Five Quintuple-Blade Razor Kit were all flying off the shelves of Wavy Line stores around the south-east during the mid-1970s. Most popular of all was the following item, as advertised in a 1976 edition of the TV Times.
Sadly, nothing lasts forever.
The 1979 ITV strike, combined with the looming prospect of more franchise auctions for broadcasting into 1982 and beyond meant that most companies concentrated on their day jobs, and the likes of London Weekend Toothpaste disappeared from shop shelves and the national consciousness.
But I remember. And now you do, too!
Oh, also: That’s how fluoride was spelled in the 1970s. But the Thatcher government covered it up in the 1980s, and made everyone forget. And if you claim it was a mistake on my part, you’re just letting Ghost Thatcher win.
[UPDATE 20 AUGUST: Thanks to commentgoer Seb who adds the following additions. Thanks Seb!
There were a few in the 80s too: Anglia Sweethearts condoms were withdrawn prematurely following a complaint from Central (previously ATV) about the strap line “Shut that door on AIDS”. However, Ales of the Unexpected were popular in many East coast resorts for several years until European regulations decreed that they had to be described as “Semi-fermented mixed grain beverages”.]
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5 responses to “Forgotten ITV Franchise Spin-Off Products of the 1970s: Number One”
Very good, thoroughly researched as usual. There were a few in the 80s too: Anglia Sweethearts condoms were withdrawn prematurely following a complaint from Central (previously ATV) about the strap line “Shut that door on AIDS”. However, Ales of the Unexpected were popular in many East coast resorts for several years until European regulations decreed that they had to be described as “Semi-fermented mixed grain beverages”.
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Excellent! Have updated the article to include those products.
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Good to see you’re reviving another 1970s ITV tradition – April Fools in the wrong month. (I refer of course to “Alternative Three”, broadcast by Anglia on 20 June 1977.)
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There’s no way I could have held fire on that one until April!
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I find it implausible that LWT would place such a London-centric advert in what was clearly the East of England edition though?
(Then again, Anglia Television being what it was, namely a store for sheep’s entrails, anything might be possible.)
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