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It was about those times that those that claim to have brilliant ideas also came up with water based printing inks. Unfortunately, they never gave any consideration to leaching when the ink would be subjected to rain.
Classic example was M & S who specified that only water based ink should be used on all their packaging, including the paper bags that they used then. First time that a customer took a new item out of their Oxford Street store in the pouring rain, she got M & S Green ink all over her very expensive mink coat -not a happy bunny. Result, M & S had to buy said customer a new mink coat, and they rejected the whole bag supplier's contract costing the supplier a fortune because they hadn't warned M & S about the possibility that the ink may not be fast in rain.
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