What's Not Cookin' At Campbell's

Foreign consumers are turning up their noses at its soup

When David W. Johnson was a young marketer working South Africa's hinterlands in the late 1960s, he so ably persuaded villagers to buy Colgate-Palmolive Co.'s toothpaste that they lined up to wait for deliveries. When toothbrushes proved scarce, Johnson wasn't beaten: He taught his customers to brush with their fingers.

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