 ", short for "body odor", is often thought to have been invented by Lifebuoy for an advertising campaign.It was actually coined by a company that made deodorant for women called Odo-Ro-No in 1919, but Lifebuoy made the term famous.The Lifebuoy radio ad, parodied by several Warner Brothers' "Looney Tunes" cartoons and MGM Cartoons, used a foghorn followed by a "B.O."