Possible Clues:

• “I’m ___ white” (lyric from the “Hair” song “I’m Black”)
• Classic laundry brand
• Laundry soap since 1908
• 'Washes clothes whiter-brighter than new' brand
• Powder first marketed as Hudson's Soap
• Bygone detergent with an apt brand name
• Old detergent brand with a self-descriptive name
• Sponsor of 'The Amos 'n' Andy Show'