Competition from A.B.C. had more than just a price effect on the traditional fermentation bakers, who responded, in some instances, with unusual advertising efforts to retain market share. The traditional fermentation process produces alcohol within the dough, though virtually all of it dissipates in the extreme heat of the ovens. To counter the success of aerated bread in the market, traditional fermentation bakers began focusing on this in their advertising. To that end, placard advertisements were used—especially in the neighbourhood of the A.B.C. factory—urging people to "buy the bread with the gin in it", at a time when gin was thought to have medicinal properties as it was made from juniper berries. Richardson's great support of aerated bread at the expense of traditionally baked bread has been suggested to have been motivated by his dislike of alcohol.