Amcal continued to set amazing standards by launching a range of consumer services

• A Baby Weight Card was introduced for mother and baby.
• The first "Amcal Baby Book" was published and
• Amcal Taxation Saving Cards as the nation emerged from the hardship of wartime rationing

Amcal continued its focus on delivering value

• Producing a new monthly handbill advertising weekly specials
• The first of many Anniversary Sales was held - this was the first sale ever to be held in pharmacy
• And Amcal imported hot water bags, till then only available on doctors prescription.

Amcal continued to grow with new marketing initiatives such as

• Thursday nights at 8.45pm the radio session called "Musical Prescriptions". Consumers were asked to participate for cash prizes. The session was introduced by radio celebrity Norman Banks - listening audien ce 200 000 (TV was not available in the 40's)
• Half page press advertise ment commenced in the 40's for 120 pounds each.
• National Brands Week was launched with full-page advertisement in the "Sun" and "Herald" newspapers
• Amcal set up at the Royal Melbourne Show.

Amcal now had its 100th Pharmacy