according to the Brand Trust Report 2013 India study, a research conducted by Trust Research Advisory. According to the Brand trust Report 2014, Pepsodent moved up to 71st position among India's most trusted brands. Pepsodent's parent company Hindustan Unilever was ranked 47th in the Trust Report 2014. Advertising Pepsodent was advertised for its purported properties for fighting tooth decay, attributed in advertisements to the supposed ingredient Irium. In a 1994 speech, the chairman of the U.S. Federal Communications Commission, Reed Hundt, claimed that the "Irium" mentioned in Pepsodent advertisements "didn't exist". "Irium" was being used as another name for sodium lauryl sulfate, an ionic surfactant. Claude C. Hopkins realized teeth had a yellow film on them and he focused his advertisements for Pepsodent on removing that film. Another ingredient, "IMP", which stood for "Insoluble Meta-Phosphate", was claimed to whiten teeth. Radio program Pepsodent sponsored a radio program, The Pepsodent Show Starring Bob Hope that began airing in 1938 and ran for approximately 10 years on NBC. The show featured Bob Hope and his cast of regular characters such as Jerry Colonna, Barbara Jo Allen as Vera Vague, Frances Langford, singer Dennis Day, and Skinnay Ennis. Famous Hollywood guest stars such as Cary Grant, Orson Welles, Judy Garland, Bette Davis, Humphrey Bogart, Paulette Goddard, Dorothy Lamour, Rita Hayworth, Penny Singleton, Arthur Lake, Basil Rathbone, Gary Cooper, Veronica Lake, Ginger Rogers, Edward G. Robinson, Hedda Hopper, and many more would be on hand to trade comedic barbs with Hope. The show was the first radio program to broadcast live from the Hollywood Canteen on October 13, 1942, and soon the show was playing live to U.S. troops during World War II, even including some of the soldiers in the show. See also List of toothpaste brands Index of oral health and dental articles References External links Church and Dwight Brands Listing Classic 1948 advertisement video Brands of toothpaste Unilever brands Church & Dwight brands Products introduced in 1915 1944 mergers and acquisitions