Word: finesman
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Dates: during 1980-1989
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Robot-Coupe recruited Alvin Finesman, 51 , who until 1979 had been the Cuisinart marketing director in the U.S., to lead its American offensive. Finesman, a wiry backslapper and pure salesman who at 13 peddled cigars in bars and brothels in Ohio, took up his campaign with gusto. Some early magazine ads for the French imports bore the slogan, "Robot-Coupe. It's pronounced Robo-Coop. (It used to be pronounced Cuisinart...
Sontheimer sued Robot-Coupe, charging that the firm was trying to fool the public into thinking that Cuisinart had changed its name. A court enjoined Robot-Coupe from continuing that particular ad, so Finesman's campaign now reads: "There are many food processors made in Japan. The original is still made in France." Retailers report that the Robot-Coupe is selling well but is still far behind the the Cuisinart...
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