Just before midnight, President Lyndon Johnson held an emergency press conference. With the nation fresh on the heels of riots in Plainfield and Newark, New Jersey, Johnson was eager to appear on top of what he felt was a growing insurgency. “We will not tolerate lawlessness. We will not endure violence,” the president said in his prepared remarks. “This nation will do whatever it is necessary to do to suppress and punish those who engage in it.” In a significant move, he authorized 5,000 federal troops to assist state and local authorities in Detroit. This marked the first federal intervention in a riot that year, and it was only possible because Michigan State Governor George Romney declared a “state of insurrection,” which meant that the people of Detroit were to be considered a rebelling enemy force.
“We are selling to mothers and wives chiefly (because more cocoa is drunk in families with children than in families without, because the woman is the family’s purchasing agent, and because she can be inspired to act in her husband’s and children’s interest when she might not do so in her own). … Any technique by which we can appeal to the mother’s concern for the well-being of her family or her related anxiety about being a successful mother and winning the loyalty and gratitude of her husband and children might serve as a vehicle to make her think of Rowntree’s Cocoa in the way we want her to think of it.”