Leica are usually held up as being the big drivers behind the spread of 35mm. I've always doubted that claim, given that they've always made fairly niche/luxury (read: expensive) products. They certainly raised the profile, given the sheer range of high-profile users.
Well, doing some web trawling on older cameras I came across the Argus C3 that lays a fair claim to popularising the 35mm format in that it actually got it into the hands of the mass population, at least in the US. I love the quote
The profusion of knobs, gears, buttons, levers, and dials on the camera lent it a "scientific" look that was found in customer surveys to be one of the things buyers most liked about the camera.
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