chance encounter

1987, and we were going to change the world.  Honestly, we all believed we were going to be the Steven Jobs of toothpaste.

I was working at Lever Brothers, heading up the brand group for Extra Strength Aim.  We were a committed group of young MBA’s, making our mark in packaged goods.

Extra Strength Aim was a revolutionary new product.  

It had 50% more fluoride than any other toothpaste.  A true breakthrough.  Never mind that this extra fluoride didn’t translate to any discernible consumer benefit.  Still, Unilever was behind it in a very big way.  Sort of like Nigel Tufnel in Spinal Tap, explaining why his band’s amplifier is better than all the others because it goes to 11, not the usual 10.

Before launching ESA, we needed FDA approval.  Every word we spoke, on air, in print, and on packaging had to be reviewed and approved by Legal.  Legal, in my case, was the stylish and talented Nancy.  Unlike other corporate lawyers I’d worked with, Nancy was always on marketing’s side.  She was a master negotiator, and always wore the best clothes.  We worked together for about a year — through the commercial shoot on September 11 and the product’s introduction soon after.

Today I am about to cross the street at 79^th and Fifth.  I hear, “OMG, hi.”  I turn and see Nancy.  It’s been 27 years, and she looks exactly the same.  Very cool tinted black glasses.  An unstructured black coat.  A big leather purse.  We immediately begin catching up — we cross the street and board a bus together.  In 20 blocks, we cover a lot of history, but so much is left.  

Before saying good-bye, we promise to get in touch soon. Ironically, we are both on our way to visit our dentists.