Drive, I believe was a "controlled sudsing" product when it was introduced in the late 60's as part of the initial push for enzyme detergents. Each major manufacturer had their first new offering (P&G with Gain, Lever with Drive, Colgate with Punch and even Purex with Brillo). I think it might not have caught on because soon after the initial enzyme product launch, there were reports of factory workers at the detergent facilities having skin rashes and respiratory issues from working with the enzyme products. To compound this, the whole phosphate/water pollution thing started, So then manufacturers had to scramble to reformulate their products to conform to new local/national regulations. At that point, some started weeding out their poorer performers and some brands started disappearing. Finally Lever, while their products performed well, never had (or used) the advertising muscle of P&G or Colgate. You really didn't see too many commercials for Lever detergents other than All with its 3Bs (Bleach, Borax and Brighteners) or Liquid Wisk. Commercials for Drive, "Fluffy" All/Cold Water All and Rinso with Color Bleach were not that common. And commercials for Silver Dust and Breeze were non existent. .