Story: Auckland places

Vim valley

In the 1970s Pakuranga gained a national profile as the setting for a television commercial advertising Vim – a household cleaning agent. The commercial showed a team of smart, white-frocked women descending on the suburb to ask 300 ‘average’ Pakuranga women to test an unmarked powder cleanser. A reporter later asks a Mrs Simpson to rate the product. After giving a glowing testimonial, the brand of the cleanser is revealed to Mrs Simpson. ‘You’re joking’, she responds, seemingly surprised at the efficacy of the well-known product. Thereafter Pakuranga was popularly called ‘Vim valley’. As this clip from a 1980s documentary reveals, it was a name the community tried to live down.

Using this item

TVNZ Television New Zealand

This item has been provided for private study purposes (such as school projects, family and local history research) and any published reproduction (print or electronic) may infringe copyright law. It is the responsibility of the user of any material to obtain clearance from the copyright holder.

All images & media in this story

How to cite this page:

Margaret McClure, 'Auckland places - East Auckland', Te Ara - the Encyclopedia of New Zealand, (accessed 25 February 2024)

Story by Margaret McClure, updated 5 Aug 2016