S.M.Singru
Do you want to create a market for your product? Easy,
give it a controversial name. This is what Alessandro Lunardelli
of Italy found. He produces different types of wine and markets them by giving
them extraordinary names. He marketed wines with the names of Marx, Lenin,
Stalin, and Che Guevara with the leader’s photo on the bottle. These became
popular. But when he marketed a wine with Hitler’s name and photo, and another
after Mussolini, there were attempts to ban these and he landed up in court
litigation. This, of course, gave a spurt to the sales of these products.
Naturally, he has a grievance. “I don’t understand how people did not object to
a wine being named after Stalin, considering that he murdered 15 million
people, but they don’t like Hitler or Mussolini to be put on a wine bottle”, he
says. Looks like people have preferences—even between dictators.