Word: mejor
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Dates: during 1940-1949
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...Mexico City they remembered that when word of his death came, lightning had been flashing in the darkened sky. At that moment, the crack of balls and shouted bets in the pelota courts had died away, and the voice over the loudspeaker had intoned, "Se murió el mejor" (the best is dead...
...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...