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October 1999 Cover
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By
Dawn Ivory
Russians, whose marketing skills were long crippled by a command economy that never recognized consumers' need for four hundred gazillion household
cleaning products ("New Snurf! It gets out the dirt you can't see!") may be advancing. According to
The Economist, the Angarsk Household Chemicals Plant is peddling
a popularly priced laundry powder with rare marketing savvy: the folks at Angarsk tagged their stain fighter "Ordinary Powder." The name is devised to piggyback
on Proctor and Gamble's ad campaign for their premium-priced suds "Ariel." P&G has saturated Russian airwaves with commercials touting Ariel's cleaning
virtues compared to "ordinary powder," thus creating instant name recognition for the Angarsk product.
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Dirty Dishes!
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