Mike Bongiorno’s Radio Debut Leads to Successful Soap Promotion
Two soaps for Mike
Mike Bongiorno’s Radio Debut
In 1953, when he made his debut on the radio with “Il motivo in maschera”, Mike Bongiorno did not read the scripts of commercial announcements: he improvised and recommended the products himself.
It was a triumph, and when Oréal found themselves with 600,000 unsold Monsavon soaps, they thought of him for a promotion: anyone who bought two soaps received a free photo of Mike.
They disappeared in two months.