Can you imagine if Fiat had hired actor Ronald Reagan in 1952 to promote its brand-new sports car with that mostly familiar slogan? Had Fiat done that, is there any doubt that thousands of units would have been sold? Instead, in 1975 Campbell’s hired the soon-to-be-President to hawk their slurry of vegetables (replete with tomatoes, carrots, celery, beets, parsley, lettuce, watercress and spinach) that some came to regard as potable fluid. Campbell’s sold millions of their aluminum-housed beverage, and Fiat sold less than 120 examples. Which begs the question: Is there any accounting for taste?
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