Word: cafiaspirina
(lookup in dictionary)
(lookup stats)
Dates: all
Sort By: most recent first
(reverse)
...Cure. Biggest job was to persuade Latin Americans to ask for a U.S. aspirin instead of I.G.'s Cafiaspirina-a trade name that had been synonymous with aspirin below the border for 25 years. Sterling hit on the name of Mejoral (derived from mejor, meaning better in Spanish) and let fly with a terrific sales campaign that has left South Americans groggy-but full of Mejoral. During 1942 "Mejoral es mejor," Sterling's new slogan, poured from 230 radio stations in 7,000 half-hour programs, 5,200 quarter-hours, 4,700,000 spot announcements. (In parrot-loving...
...Costs: The results of this headache hullabaloo have been spectacular in terms of sales: less than one year from scratch, Mejoral has recovered (on a yearly basis) some four-fifths of the 25-year-old aspirin market that Sydney Ross and Sterling International lost when the Cafiaspirina arrangement was canceled. But the Mejoral push has also been spectacular in terms of costs: close to $2,000,000 of hard Sterling cash went into Latin American advertising last year, using up perhaps 30% of its Good Neighbor gross. Other costs have skyrocketed too: e.g., 2,000 employes, many of them meticulously...
| 1 |