Word: thongyu
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Coke salesmen became increasingly nervous. One of them, identified only as Tin, spotted Pepsi Salesman Thongyu Meksuk putting up Pepsi posters in a small open-air restaurant on the outskirts of Khampaeng Phet, about 200 miles northwest of Bangkok. Such point-of-purchase advertising is important in Thailand, since about 96% of soft drinks are consumed where they are bought. Coke and Pepsi have long squabbled over prime space in cafés and other public places...
...angry Tin began tearing down his rival's posters. Enraged, Thongyu shouted at Tin. The two men then agreed to settle the matter with a fistfight and departed in clattering bottle trucks for a field near by. On the way, though, Tin pulled his truck alongside Thongyu's and, according to witnesses, blasted him with a shotgun. Thongyu was left dead at his wheel; Tin disappeared...
...local officials of the two companies deplored the recent murder. Said Coke's Win Mumby: "Both Pepsi and Coke have reasonable managements who try to prevent this kind of thing." Added Pepsi's Leonard DuBoff: "A poster certainly isn't worth a man's life." Thongyu's death did accomplish one thing. For a few moments, it got Coke and Pepsi to think seriously about the limits of their rivalry...
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