In March 1964 conventional manufacturers reduced their prices considerably to create another "Washing Machine War". Bloom was forced to increase advertising costs just as sales began to fall. He was then hit by an 11-week postal strike which prevented coupon returns. Moreover, receipts from Rolls's customers' hire-purchase agreements had been underwritten by banker Sir Isaac Wolfson, and by mid-1964 Wolfson was funding Bloom with a $28 million loan. Spotting trouble, Wolfson withdrew support. The company's shares were suspended at $0.15 in mid-July 1964 it was placed into voluntary liquidation.