Personal goods multinational founded in 1837 in Cincinnati, Ohio for the manufacture of candles and soap. Intensive advertising has made its products household staples, from Ivory Soap (1879) moving through Crisco shortening (1923), detergents (Tide, 1946), toothpaste (Crest, 1955), Pampers disposable diapers (1961) and other products that have kept baby boomers clean, healthy sweet-smelling and good-looking. Indeed, P&G is famous for creating brands competing against its own products—producing not only Tide but Cheer, Dash, Bold, Era and Oxydol as well as many subtypes of each to keep the consumer constantly involved. P&G also pioneered sponsorship of radio cooking shows and soap operas, which cemented its loyal fan/consumer base. Consumers now reach 5 billion worldwide, with P&G operations in seventy countries and profits of $3.7 billion on $37 billion in sales in 1998. Despite its wholesome image, P&G has been attacked for the environmental impact of its products and the need for cleanliness it sells. Its star and moon logo, inherited from its candle-making days, was also briefly and erroneously identified as a Satanic symbol.