Word: mejores
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Dates: during 1943-1943
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...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...