Word: rhodia
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...agency and its 300 employees shrewdly tailor advertising to two markets. Brazil's richest consumers are in the "Golden Triangle" that stretches from Rio and São Paulo to Belo Horizonte. To stir them, Standard turns out sophisticated pitches that any Manhattan agency would proudly claim. For Rhodia fabrics, Leuenroth photographed Brazilian models wearing Rhodia clothes in Rome and Tokyo to convince women that Brazilian-made rayons and cottons are as smart as imports. In a nation where saints and sexpots remain the surest advertising approach at any level, Standard hoisted the Barki clothing company's sales...
...confused with SmellOVision, the process developed by Mike Todd Jr. for Scent oj Mystery, a smellodrama scheduled for release next month. *Developed by Rhodia, Inc., a leading U.S. manufacturer of industrial perfumes. Among Rhodia's products: pine scent for knotty-pine-patterned wallpaper, leather smell for plastic briefcases, new-car odor for used cars, tobacco smell for cigar boxes, Strawberry scent for embalming fluid...
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