Perspective: Baby, It's Cold Outside

Marketing a workaday product like antifreeze requires the help of a credible endorser—but boy, has that definition changed

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The hardworking folks who manufacture the 108 million gallons of antifreeze produced annually in the U.S. have had the same marketing headache for the last 74 years. Most Americans simply don't think about antifreeze. (When they do, it's probably not about any particular brand of the stuff.)

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