In 1946, P&G introduced Tide, its most important new product since Ivory. Tide was remarkably superior to other products on the market, and it quickly became an enormous success--so successful, in fact, that it helped fund the Company's rapid growth not just into new product lines but also into new markets around the world. In the years following Tide's introduction, P&G made its mark in several new businesses. Crest, the first fluoride toothpaste, rose to market leadership on the strength of an unprecedented endorsement by the American Dental Association. The Company's pulp-making technology fueled its growth in the toilet tissue and paper towel businesses. And P&G literally invented the disposable diaper category with the introduction of Pampers in 1961. The Company also strengthened its existing businesses, expanding into new food and beverage categories--most notably with the acquisition of Folger's coffee in 1963, and building on its strong laundry reputation with Downy, its first fabric softener. Most important, however, was the Company's growing focus on its international businesses. Convinced that its success in new geographic markets required on-the-ground operations in these countries, P&G began building start-up businesses, first in Mexico, then in Europe and Japan. By 1980, P&G was doing business in 23 countries around the world, with sales of nearly $11 billion and earnings 35 times greater than in 1945.

1946 Tide, "the washing miracle," was introduced. Tide incorporated a new formula that cleaned better than anything currently on the market. Its superior performance at a reasonable price made Tide the country's leading laundry product by 1950. P&G's health and personal care business grew with the introduction of Prell shampoo in 1946.

1948 Neil H. McElroy assumed leadership of P&G. P&G began operating in Mexico--its first subsidiary in Latin America. P&G established an Overseas Division to manage the Company's growing international business.

1952 A new research facility, Miami Valley Laboratories (MVL), opened in Cincinnati. MVL was the Company's first facility dedicated solely to upstream research.

1954 The Company began operations in continental Europe by leasing a small plant in Marseilles, France, from the Fournier-Ferrier Company, a detergent manufacturer.

1955 Crest, the first toothpaste with fluoride clinically proven to fight cavities, was introduced. P&G announced plans to form individual operating divisions to better manage its growing lines of products. This divisionalization also created separate line and staff organizations.

1956 The new General Offices building opens, signifying P&G's continuing commitment to downtown Cincinnati.

1957 P&G entered the consumer paper products business with the acquisition of Charmin Paper Mills, a regional manufacturer of toilet tissue, towels and napkins.
Howard J. Morgens took over Company leadership when Neil McElroy left to serve as the U.S. Secretary of Defense.

1960 Crest sales skyrocketed when The American Dental Association recognized it as "The decay-preventive dentifrice."
P&G GmbH opened its first office in Frankfurt, Germany, with 15 employees. Three years later, Germany's first plant in Worms began production of Fairy cleaning powder and Dash laundry detergent.
The Company introduced liquid Downy, the Company's first fabric softener.

1961 Pampers entered test market in Peoria, Illinois. Though the first test was unsuccessful, it led to an improved Pampers product at a lower cost that eventually replaced cloth diapers as the preferred way to diaper babies.
The Company's Middle East business was established in Saudi Arabia.

1963 P&G entered the coffee business with the acquisition of Folgers Coffee.
The European Technical Center opened in Brussels to serve Common Market subsidiaries.

1972 Company researchers discovered how to combine softening agents with a nonwoven sheet to soften clothes in the dryer. The result was Bounce, which quickly became the second largest selling fabric softener after Downy.

1973 The Company began manufacturing and selling P&G products in Japan through the acquisition of the Nippon Sunhome Company. The new company was called Procter & Gamble Sunhome Co. Ltd.

1974 Ed Harness was elected to head the Company.

1978 Didronel introduced. A treatment for Paget's disease, it was one of the Company's first pharmaceutical products.

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