Hard Sell- You've got a problem- We've got the solution!
In December 1925, R&R won Rinso, its first Lever Brothers business. A decade later, playing against the fear of social isolation, R&R positioned another Lever product, Lifebuoy, as a "health soap" that could stop body odor. When consumers were offended by the phrase "body odor," Cal McCarthy, an account exec, created the euphemism "B.O." for the offending idea.