1966

A Giant’s Cleaning

Performance for All
Packaging for the first Weißer Riese detergent . Two thirds of the packaging is designed in a dark blue and ends at the bottom with wavy shapes in red and white set one below the other. The brand name Weißer Riese is prominently displayed in large white letters on the blue background. The slogan “Giant washing power...” begins in the red waveform and ends with “even without boiling” in the white waveform.
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The first Weißer Riese detergent from 1966 – back then still in the old spelling

The White Giant – a human-like figure with a dark blue body that imitates a detergent carton and bears the inscription “White Giant”, muscular arms and legs and an oval-shaped head with a prominent chin on which sits a golden crown – stands on a meadow, his gaze turned to the side and his biceps tensed. In the background, fresh laundry is blowing on a washing line. Below him is the slogan “His washing power is what makes him so productive”.
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Weißer Riese advertising poster (1966)

A drawn advertisement: A carton of Weißer Riese detergent is placed on a beach in a supernaturally large position. The sea can be seen in the background. On the left behind the box is a lighthouse with a washing line attached to it. This runs away from the lighthouse, behind the box, to a post and from there in front of the box to a house with a thatched roof, which is placed in the left corner of the picture. In front of the house stands a blonde woman with folded arms in a blue dress with a white apron.
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Advertisement for Weißer Riese (1976)

A drawn advertisement: various freshly washed items of laundry hanging neatly on a washing line and blowing in the wind. In the background is a tree with pink flowers, some of which are touching the laundry. A pack of Weißer Riese detergent is placed in front of the laundry on the right-hand side, with the slogan “Its washing power is what makes it so effective” underneath.
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Advertisement for Weißer Riese (1979)

Weißer Riese (White giant), a heavy-duty detergent, is launched. The promo character of Weißer Riese has since become a well-known figure in TV spots for the detergent.