Dinnerware Dreams: Unboxing A Vintage Collection

Dinnerware sets collected from soap boxes are a thing of the past. In the 1950s, 60s and 70s, detergent companies like Proctor and Gamble and Lever Brothers included dinnerware in their boxes to boost sales. Proctor and Gamble's Duz washing powder, for instance, included a piece of 22K-trimmed Golden Wheat dinnerware in each box of their laundry soap. The promotion was a success, and sales of Duz detergent skyrocketed.

Other companies followed suit. Lever Brothers included towels in their Breeze detergent boxes, and Silver Dust washing powder packed silver leaf glasses made by the Libbey Glass company.

Today, these vintage dinnerware sets are highly collectible. A gravy boat from the Golden Wheat collection, for instance, which was once given away for free in boxes of Duz laundry soap, now sells for about $25.

In the 1950s, Duz detergent began a promotional campaign, giving away a piece of 22K gold-trimmed Golden Wheat dinnerware in each box of laundry soap

In the 1950s, Duz detergent began a promotional campaign to boost sales, giving away a piece of 22-karat gold-trimmed Golden Wheat dinnerware in each box of laundry soap. The promotion was a huge success, and sales of Duz detergent skyrocketed.

The dinnerware was produced by the Homer Laughlin China Company from 1949 to 1966 and featured a graphic of wheat bending in the wind, with a cream background and 22-karat gold trim. The set included platters, luncheon plates, salad plates, bread and butter plates, soup bowls, berry bowls, vegetable bowls, and cups with saucers.

The promotional campaign was a marketing gimmick to incentivise customers to buy Duz detergent over its competitors, particularly Tide detergent. Each month, an extra plate, bowl, or serving piece was added to the boxes of Duz to entice customers to continue purchasing the product and complete their dinnerware set.

The Golden Wheat dinnerware is now a collectible item, sought after for its sentimental and nostalgic value. It is not the monetary value that drives the collecting trend, but rather the fond memories associated with family meals and gatherings.

The promotion was a success, and sales of Duz detergent skyrocketed

In the 1950s, Procter & Gamble's promotional campaign for its boxed powdered soap, Duz, included a set of china dishes absolutely free! The company added a piece of 22-karat-gold trimmed dinnerware to boxes of Duz in a specified order, eventually providing loyal shoppers with a complete set of china dishes. This promotion was a huge success and Duz gained significant popularity.

Each month, an extra plate, bowl or serving piece was added to boxes of Duz to entice customers to buy the soap in order to acquire the dinnerware. This promotion was aimed at gaining sales over Tide detergent.

Duz was a granulated soap that washed away the toughest dirt from work clothes and cleaned fine fabrics without harming them. It was gentle on the hands, leaving them soft and smooth despite constant dunking into the Duz-treated wash water.

Duz also offered its product in a "Giant Economy Size", which saved money in the long run and reduced the possibility of buying another soap.

The dinnerware was produced by the Homer Laughlin China Co. from 1949 to 1966

The Homer Laughlin China Company has a long and fascinating history, with its roots stretching back to the 1870s. During this era, the company was established by brothers Homer and Shakespeare Laughlin, who set up a small pottery plant in East Liverpool, Ohio. This marked one of the first ventures into whiteware production in the United States.

The Laughlin brothers' endeavour faced initial challenges, including a lack of capital and expertise, which led to setbacks in their early production attempts. However, their perseverance paid off when they were recognised with an award for the best whiteware at the 1876 Centennial Exposition in Philadelphia. This accolade solidified their reputation as a producer of quality ceramics.

Over the subsequent decades, the company changed hands several times and expanded its operations. By the 1930s, it had become renowned for its Art Deco glazed dinnerware line, Fiesta, which was introduced in 1936. This line, designed by Frederick Hurten Rhead, became the company's greatest success and is now considered a collectible item.

Among the many dinnerware sets produced by the company, one notable collection was the Golden Wheat Line, manufactured between 1949 and 1966. These distinctive pieces featured a central image of wheat bending in the wind, accented with a trim of 22-karat gold. This particular line was not sold in stores but was instead included inside boxes of Duz Detergent as an incentive for purchasers.

The Homer Laughlin China Company's history spans decades, and its products have left an indelible mark on the world of ceramics and dinnerware. The company's evolution, innovations, and ability to adapt to changing trends have contributed to its enduring legacy in the industry.

Today, vintage Golden Wheat dinnerware is collectible

Dinnerware sets collected from soap boxes? That's right! In the late 1950s, the makers of Duz laundry detergent came up with a novel promotional campaign to boost sales. Inside every box of Duz laundry soap was a piece of Golden Wheat 22K gold-trimmed dinnerware. Customers could collect an entire set of dishes for free, simply by purchasing the soap. The marketing ploy was a huge success, and sales of Duz detergent skyrocketed.

Golden Wheat dinnerware can be found on sites like Etsy and eBay, with prices ranging from a few dollars for individual pieces to several hundred dollars for larger sets or rarer items. A gravy boat, for example, can sell for around $25, while a set of four bread plates might cost $22.50.

The value of Golden Wheat dinnerware lies not in its monetary worth, but in the emotional connection it evokes for those who grew up with it. It represents a bygone era of family gatherings, home-cooked meals, and cherished memories, making it a desirable collectible for those who wish to reminisce about the good old days.

In the 1960s, the Quaker Oats Company offered Anchor Hocking glassware pieces in boxes of their oatmeal

The Quaker Oats Company's promotional campaign began in the 1920s and became extremely popular during the Great Depression. The company wanted to overcome the 'horse feed' stigma and make plain oatmeal more appealing to customers. The creative idea of free dishware helped Quaker promote previously undesirable whole-grain oats as "The Great American Breakfast".

During the Depression era, companies in the United States tucked away beautifully-patterned dinnerware—including teacups, saucers, and bowls—into their products' packages. This was not limited to home goods, as moviegoers could take home glassware on "dish nights", and folks received dinnerware pieces while getting their tanks topped off at gas stations, too.

Anchor Hocking Glass Company, which opened in 1905, is known for its lovely cut-glass designs. Providing desirable 'freebies' built Quaker's brand-name recognition and developed product loyalty. By continuing to purchase Quaker oatmeal, a family could accumulate quite a collection of dishes and glassware without any out-of-pocket costs.

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