Twenty-Mule-Team Borax

Twenty-mule-team Borax is a brand of cleaner manufactured by the U.S. soap firm Dial Corporation.

History and Marketing

The product is named after the twenty mule teams that were used by William Tell Coleman's company to move borax out of Death Valley, California to the nearest rail spur between 1883 and 1889. Francis Marion Smith acquired Coleman's holdings in 1890 and consolodated them with his own to form the Pacific Coast Borax Company. After the mule teams had already been replaced by a new rail spur, the name 20 Mule Team Borax was established and agressively promoted by Pacific Coast Borax as a way to increase sales of its product. Stephen Mather, son of J.W. Mather, the administrator of the company's New York office, persuaded Smith to add the name 20 Mule Team Borax to go with the famous sketch of the mule team already on the box. The twenty mule team symbol was first used in 1891 and registered in 1894.

Related Topics:
Twenty mule team - William Tell Coleman - Borax - Death Valley, California - Francis Marion Smith - Pacific Coast Borax Company - Stephen Mather

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Today, the product is endorsed by Linda Cobb, the "Queen of Clean".

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