Clearly Dr. Bronner was crazy in that wonderful way that only America makes possible. An endearing elder uncle, shilling product and philosophy with the best billboard available to him -- the label of his soap bottle -- squeezing every little ounce out of that sacred marketing real estate with statements like these:
1st: If I'm not for me, who am I? Nobody! 2nd: yes, if I'm only for me, what am I? Nothing! 3rd: If not now, when? Once more: Unless constructive-selfish I work hard, like Mark Spitz, perfecting first me, absolute nothing can help perfect me!! 4th...
Yes, there's more. Getcher self a bottle to read it all. Or just check out the label blow up here »
You may notice a not altogether faint resemblance to the cover of John Hodgman's book, Areas of My Expertise »
We used Dr. Bronner's soap when I was growing up as a hippie kid, and I got turned on to it again when we stayed at the uber-hip Hotel San Jose in Austin this last spring, and the bath was stocked with it. I've been back on the bottle ever since and, truthfully, it does the job right.
But if you take up the cause you'll want to be sure not to tote it with you when you're driving your girlfriend to an AA meeting in Orange County wearing a furry Russian hat -- as Dan Bolles of the Germs found out the hard way »
Video: Trailer for the recently released documentary, Dr. Bronner's Magic Soapbox »