Topol Smokers’ Toothpolish

Created one of the first successful entries into the adult toothpaste market; built sales from $0 to $34 million by 1984.

The Topol trademark was purchased in the mid 1970’s from Schaller Rubin, an advertising agency. The trademark was intended for use as a tooth polish. However, "Martin Himmel remembered an old print ad from thirty years earlier in which a smoker blew tobacco smoke into a handkerchief which then became stained. This lead to the development and positioning of Topol as an adult tooth polish for smokers."

Topol Smokers' Toothpolish was promoted in advertising (the "Topol Handkerchief" commercial) to clean "yellow ugly tobacco-stained teeth."

Topol attained sales of approximately $40 million. The Topol Handkerchief commercial remains one of the all-time classic television ads.

In December 1986, Topol was sold to The Dep Corporation.