[Leica] From A to B or B to A

[jayanand at gmail.com (Jayanand Govindaraj)]

Larry,
Great guess - it was Hindustan Unilever, the Indian subsidiary, trying to
sell Surf, the market leader in the detergent segment in India.
Cheers
Jayanand


On Sat, Jan 15, 2011 at 3:08 AM, Lawrence Zeitlin <lrzeitlin at 
gmail.com>wrote:

> Jayanand writes:
> "A company wanted to launch a detergent in Dubai. So they rented the best
>
> outdoor hoarding they could find, and put their graphic message - a
> triptych
>
> - a housewife with a dirty item of laundry in her hand, dipping it in the
>
> washing liquid, and the item, as usual, emerging shiny clean. The usual
>
> stuff we have seen from detergent manufacturers ever since advertising
>
> started. But sales of the product abruptly fell off a cliff to zero. Can
> you
>
> guess why?"
>
>
> - - - - -
>
>
> Was the company Unilever? After a series of goof ups trying to sell soap to
> the great unwashed sector of the world, they funded a chair for me at the
> University of Wales to research and write a book on Cross Cultural
> Marketing
> and Management. Unfortunately the book wasn't finished until 2000. No
> pictures though.
>
> Larry Z
>
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