An example of viral advertising since the Soviet Union
• An example of viral advertising since the Soviet Union
In 1939, Polina Zhemchuzhina, the wife of People's Commissar for Foreign Affairs Vyacheslav Molotov received high office - she was appointed head of the Commissariat of the fishing industry. By the time Paulina Semyonovna had already had good experience of the head, for example, headed the Main Directorate of perfume and cosmetics industry. Thanks to the Pearl of the USSR there were spirits "Red Moscow", "spring lily of the valley", "Tete-a-tete". Often visiting Paris, Pearl bought up French perfume and was taking them to the Union in order to develop based on their own flavors.
and a new position Polina Semenovna reacted creatively. For a start made to the fishing fleet was separated from trade. Abroad were purchased refrigerators for storing the fish, which angered other Commissar - Kaganovich, who believed that the currency is wiser to spend on equipment for the metro. But the equipment was purchased, and in the country are beginning to mass produce canned fish. Moreover, their production trying to place as close as possible to the place of fishing. For more than 50 kinds of canned fish produced before the war in the Soviet Union.
Pearl urged the country's leadership that the canned fish - the shortest way to the grocery abundance. That's only the Soviet people are very wary of unfamiliar products - fish, packed in metal cans. Canned produce a lot of, and demand for them was not great. Then it took itself Vyacheslav Molotov. He went to a cunning publicity stunt, which would be the envy and modern publicists. At a meeting of the Supreme Soviet of the USSR, Molotov made a sensational disclosure, stating that the Soviet Union is a gang of smugglers who trafficked abroad jewelry packed in cans. To confirm his words, Molotov opened one of the cans, and in front of astonished spectators took out a string of pearls.
It is not surprising that the rumor about the treasures hidden in canned food, instantly spread throughout the country. Within days, the goods are literally swept off the shelves. Jewelry, however, could not be found, but canned fish, not to throw the same relished. In addition, the Soviet government to actively promote fish products, as meat in the country had a problem. The streets were festooned with advertising posters praising cheapness and usefulness of fish to humans. special fish day was set even when catering instead of meat prepared fish dishes. Even the people's commissar of food industry A. Mikoyan in a speech said that has always preferred the pork, but easily moved on to fish.