The TV ad for Lynx
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The Liberal Party’s citizenship spokesperson, Teresa Gambaro, offered some valuable advice last week to new arrivals who want to integrate rapidly into Australian society – use a deodorant. There’s a great marketing opportunity here, but we’re worried Ms Gambaro will not be taken seriously by GAs (Genuine Aussies) because of her suspiciously foreign-sounding name, so we have translated her from her native Italian into English, and will henceforth refer to her as Teresa Prawn.
Ms Prawn told The Australian newspaper that there should be more “cultural awareness training” for new immigrants. “Without trying to be offensive, we are talking about hygiene and what is an acceptable norm in this country when you are working closely with other co-workers,” Ms Prawn said.
The TV ad for Uncle Sam
As it turned out, some people did find her offensive, and to avoid being thrown on the barbie, Ms Prawn “unreservedly apologised” the next day. Her proposal is still worth pondering.
This is the scenario: As they are being pulled from the water, or transferred from their leaky tubs onto sturdy naval vessels, would-be immigrants are handed a “Welcome To Australia kit”, containing a biography of Donald Bradman, a pair of budgie smugglers, a Chiko Roll and a can of spray-on antiperspirant.
Of course you are asking: what brand of deodorant would be in the Prawn Patriotism Package (as it will doubtless be known)? The logical choice might seem to be Rexona, which was invented by an Australian pharmacist in 1908 and which is the biggest selling smellcheck in the land (we spend more than $60 million on it each year). But Ms Prawn’s Liberal Party colleagues would no doubt prefer to open up the immigrant odour concession to public tender. Lets look at the opportunities.
Roy Morgan Research tells us that 84 per cent of the over-14 population uses deodorant, with 61 per cent of women preferring roll-on, while 56 per cent of men prefer aerosol. Rexona is used by 21 per cent of men, closely followed by Lynx on 20 per cent and Nivea on 6 per cent, while Rexona is used by 22 per cent of women, followed by Dove on 16 per cent and Mum on 10 per cent.
Norman Morris, Industry Communications Director at Roy Morgan Research, says: "In the men’s market, Rexona with its 'won’t let you down' tagline and sports star ambassadors targets and attracts users with a sports and fitness oriented lifestyle. However, Lynx with its cheeky, innuendo laden adverts ('premature perspiration') has strong appeal amongst young single men ...
“In the women’s market Rexona’s marketing is less sports oriented yet it still manages to attract women who are more active when compared to the population. On the other hand, Dove, tends to attract less sporty and more fashion conscious women.”
Would-be citizens should use that information to establish their personal profile. But I’d like to throw another player into the marketplace.
Back in the 1970s the biggest selling deodorant in Australia was Sprayfresh. In 1973, its manufacturer, Samuel Taylor, decided to do a brand-extension specifically for young people. They got a skinny piano player in a red white and blue top hat to sing this jingle:
"You need Uncle Sam, You need Uncle Sam/ Lets get together with the Stars and Stripe can,/ In Sydney or Melbourne, in Brisbane or Perth,/ You spray Uncle Sam for all that you're worth./ Its the perfect connection for Fellas and Girls/ And under your arm is the top of the world.”
Now is the time to bring back an old favourite. New arrivals will be so uplifted to receive their colourful PPP emblazoned with the words “You need Uncle Sam!”. What could be more Australian than that?
You have just read the Who We Are column, by David Dale. It appears in printed form every second Sunday in The Sun-Herald, and also as a blog on this website, where it welcomes your comments.
David Dale teaches communications at UTS, Sydney. He is the author of The Little Book of Australia -- A snapshot of who we are (Allen and Unwin). For daily updates on Australian attitudes, bookmark The Tribal Mind.
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