From Atlas Obscura (courtesy Andrew Reeves), an interesting article on the supposed Satanic origins of the old Procter and Gamble logo. I remember hearing about this in the 1980s, along with the idea that backwards messages in rock music were instructing teenagers to kill themselves, the role-playing game Dungeons and Dragons would open you up to demonic possession, and that there is a supercomputer in Brussels (nicknamed “The Beast“) with everyone’s name in it.
IF YOU WERE ALIVE IN 1982, you might remember a very special episode of Phil Donahue’s talk show. On that day, the President of Procter & Gamble went on the program and admitted that the company supported the Church of Satan and that its logo contained Satanic symbols. Oh, it happened in 1985? Actually, others remember the episode airing in 1989.
The truth is, this never occurred. P&G has never had any connection to the Church of Satan. The Church itself describes the claim as “completely false.” But the truth has never stopped a good rumor from catching on.
To better understand the P&G rumor, it’s important to grasp its broader context. During the late 1970s through the late 1990s, a potent fear of Satanic cults, known as Satanic Panic, gripped the United States. Years of news and cultural touchstones like the Manson Family trial and The Exorcist had primed the country for this paranoia. In his seminal 1972 study, Folk Devils and Moral Panics, British sociologist Stanley Cohen coined the phrase “moral panic” in reference to events like this, which appear suddenly to threaten societal norms. These events are misrepresented in sensationalistic fashion in the media and eventually reporting on the subject comes to define it for the public.
When the first article on the P&G rumor, “Rumor Giving Company a Devil of a Time,” appeared in The Minneapolis Tribunein March 1980, Satanic panic was hitting its peak. The story detailed an accusation of Satanic imagery hidden in the company’s logo—a man in the moon looking out on 13 stars. But as a spokesperson from P&G, Tressie Rose, explains, this claim was without merit. “[It was] first developed by wharf hands to mark STAR candle crate boxes,” Rose writes in an email. “We then decided to formalize it, created the graphic, 13 stars for the 13 original American colonies. It was officially trademarked in 1882 but the incorporation of a face in the moon happened before that. It was the logo created in 1930 that created the rumor but not until the 1980s, 50 years after its creation.”
To most people, that design would appear insignificant, but most people aren’t Jim Peters. In the 1980s, Peters was the music director at the Zion Christian Life Center in St. Paul, Minnesota, and a member of a family of anti-rock crusaders who instigated a record-burning campaign in 1978. His brothers, Dan and Steve, initially gained notoriety for a series of seminars and a pseudo-documentary in the vein of Rock, It’s Your Decision called Truth About Rock.
Jim, who could not be located in research for this article, was just as ambitious and had been delivering seminars of his own. When interviewed by The Tribune for the article, Peters claimed to have found a copy of the P&G logo in a book by British occultist E.A. Wallis Budge called Amulets and Superstitions. A member of P&G’s public relations team responded at the time by stating, “This is the kind of rumor we can’t do anything about… People will believe what they want to.
To its credit, P&G was right and the story disappeared for almost two years until January 1982 when papers in the Midwest began running variations on a wire story from United Press International. The articles had titles like “Soap Baron Battles Devilish Rumors” and again made references to P&G’s logo, but this time without any connection to Jim Peters.
There’s more at the link, including the information that Amway reps were partly responsible for perpetuating the rumor that the P&G logo was somehow Satanic. Wallis Budge, though, was a lot more than an occultist.