A Coca Cola salesman returned from his Middle East assignment disappointed. A friend asked, “Why weren’t you successful with the Arabs?” The salesman explained, "I was very confident I would make a good sales pitch in the Middle East as Cola is virtually unknown there. But, I had a problem. I didn’t speak Arabic. So, I planned to convey the message through three posters…
(adjacent Posters)
"First poster: A man lying in the hot desert sand...totally exhausted and fainting.
"Second poster: The man is drinking our Cola.
"Third poster: Our man is now totally refreshed.
"And then these posters were pasted all over the place
"That should have worked," said the friend.
"The hell it should have," said the salesman, "Didn't realize that Arabs read from right to left."
