 Marketing itself as Rolls-Prestcold, in 1963 it became the first commercial sponsor of the Royal Windsor Horse Show.But the retailers and UK manufacturers were unhappy, and reduced their prices considerably to create the so-called Washing Machine War, between direct sales and retailers.In response Bloom was forced to increase his advertising costs just as sales began to fall, and was then hit by the 1964 postal strike which resulted in coupon returns drying up.