The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1910-01-24
FELS-NAPTHA SOAP
CHANGES METHODS
Is Different From Others And Has
Become Household Word
in Many Countries.


has done probably as much as any
other single invention to tighten the
labors of the housewife.
In 1876 Fels & Company began as
manufacturers of toilet soaps, and the
business continued along that line for
some years. But during much of this
time there was in the minds of the
brothers Fels growing recognition
of q great human need--the need Of
stripping washday of its terror, of
emancipating woman-kind from the
dangers and discomforts incidental to
the use of the washboiler and from
the drudgery of the dashboard, with
It's everlasting and backbreaking rub,
rub rub; withal, Of an all-'round econ
omy in the washday practices OF the
period-not alone saving the woman
her strength and time, but saving the
clothes, saving fuel, saving doctors
bills-lifting part Of the burden OF
the wage-earner and making life cas-
Ter and a pleasanter for the whole fam
lily.
The result, in nutshell, was the
production of Fels-Napfha-a different
kind of soap for the laundry and
general household purposes. The in
PRODUCTION of Fels-Naptha soap was
followed by an instant and rapidly
growing demand; SO much SO that the
making of toilet soaps was gradually
abandoned, and since 1896 the firm has
devoted Its energies to the manufac-
ture and distribution of Fels-Naptha. 1t
is now sold and used in every State and
Territory in the United States, In
every Providence of Canada, and in
every County of England and the
United Kingdom. Nearly all of the
general grocers in the United States
have Fels-Naptha on their shelves.
All this vast quantity of soap is
made in Philadelphia, in model plant,
which is one of the most important
and most interesting of that city's in
dustries. Twelve acres. of land are
occupied, most OF which is covered by
buildings, and new additions to the
factories are constantly in course OF
erection. The buildings are well light
ed, perfectly sanitary and comfortable
and are kept spotlessly clean.
In factory work alone, from 500 to
500 persons are continually employed.
Another large force is engaged in col
lecting the best raw materials from
many parts of the world, and still
another department, with may en-
ployes, is employed in advertising and
distributing.
Fels & Company have worked out
resulted in most cordial relations be-
tween the firm and its employees. The
employees are looked upon and treated
as self-respecting men and women,
not as machines. The principal in
volyed is defined thus by member
of the firm: ANY act of the employer
respecting employees should be consist
ent and appropriate to the relations
between them. This requires good
wages, short hours sanitary and agree
able surroundings, and respectful
treatment from firm and foreman The
employees should be paid good wages.
They can then educate their families
and live rational life No employers
can care for the private affairs of
others, but it is true Americanism to
give opportunity to the people, and, on
the average, they will take care of
themselves"
This policy has resulted in an unus-
ual average of efficiency in the work
ing force. and in maintaining a re-
markedly high quality and uniformity
of the firms product There has new
er been a strike in the history of the
business.
In Introductory work and sales
promotion, Fels & Company have en-
ployed with notable thoroughness all
forms of advertising. 1t is significant
that, aside from store signs, the Fels-
Naptha soap advertising is now nearly
all done in the newspapers.
During 1906, with the introduction
of the now famous Fels-Naptha char
acter, "Anty Drudge FEELS & Com.
pany sounded new and refreshing
note in newspaper advertising. "Anty
Drudge was created by The Ire
land Advertising Agency Of PhiIadel.
phia. The Agency's copy-writers have
endowed her with wise sayings and it's
artists has shown her in appropriate
situations.
"Anty Drudge" has become an in
ternational figure. She is read and
quoted from Maine to California, and
in the United Kingdom No other
advertising character has ever attain
ed such valuable host of friends as
"Anty Drudge"
In millions of homes throughout the
country she is better known and more
appreciated than any of the celebrities
who receive free exploitation in the
comic sections Of the popular news
papers. But "Anty Drudge" doesn't
intend to be funny; she has mission.
That is to make the world brighter