Word: omo
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Dates: during 1960-1969
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Ferocious Neighbors. The evidence comes, in part, from Africa's Omo River Basin, a fossil-rich area where the borders of Ethiopia, Kenya and the Sudan meet. There, a University of Chicago expedition has found 40 prehistoric teeth and two jawbones buried in volcanic ash that is perhaps 4,000,000 years old. The expedition's leader, Anthropologist F. Clark Howell, is convinced that the creatures are members of the Australopithecus family, even though they must have belonged to a branch that probably did not eat meat or make tools. Despite their proximity to various ferocious neighbors...
...indeed, lavish in their woman-wooing expenditures. P. & G. puts out more than $24 million a year puffing its Fairy Snow, Tide, Dreft and other products through the telly, direct-mail coupons and door-to-door squads of costumed "Fairy Snowmen." Lever spends about the same hawking everything from Omo to Rinso. Mostly because of such methods, profits have been foaming at a rate of 37% on invested capital at P. & G., 16% at Lever. This seemed wrong to the commission, which pointed out that the average British manufacturer earns only...
Like all savvy salesmen, Unilever knows its territory. It blends local beliefs with modern marketing methods, promotes another familiar product by employing comely local women-each is known as "Miss Lux"-who often accompany the Omo man. While other private companies in Africa have been chivvied by dictators and political upheavals, Unilever has discovered many new markets and diversified in dozens of directions. With steadily rising sales, which last year reached $689 million, it retains its position as the largest private enterprise in tropical Africa. The United Africa Co. (U.A.C.), Unilever's principal subsidiary in its African group...
...white knight of black Africa is the "Omo man," who wanders from vil lage to village. Dressed in candent cot tons, he passes out sample boxes of Omo detergent, a fast-bubbling profit maker turned out by Unilever, the Anglo-Dutch combine that is the world's sixth biggest company. People grab up the giveaways, not only because each box top can be redeemed for ten more samples at the local Unilever-owned store, but also because the Omo man is plugged by radio ads that suggest he possesses supernatural powers. Say the commercials: "As a snail dies...
...Omo means nothing at all, but was picked by the company in 1915 as a three-letter name that would sell...