Zest is a brand name, or trademark, which Procter & Gamble introduced in 1958 with the slogan 'For the first time in your life, feel really clean.' Early commercials stated that Zest is not a soap, because it does not leave the sticky film that soap does. A 1970-era commercial illustrated this concept with an apparent demonstration in which two photographs of a person were each dipped in one of two bowls, one labeled 'soap' and the other 'Zest' a__ the one that came out of the 'soap' bowl had a scummy coating whereas the one that came out of the 'Zest' bowl had no such coating. The brand experienced an uptick in sales in the 1980s and early 1990s, with the advertising slogan 'Zestfully clean!', coined by the BBDO sloganeer James Jordan.
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