DREAM page 57

24 MONTH CD

6.25%

new products. As a result of its
success, Pillsbury has decided to
continue selling its products in Is-
rael.
Choosing the products for the
next festival is not easy, says Mr.
Ginsburg. The company is already
researching and testing products
for the 1998 festival. After travel-
ing to food shows and negotiating
with food manufacturers - par-
ticularly about making products
kosher - Supersol then chooses
10 to 20 food items, brings in sam-
ples and conducts focus groups
with both Israelis and Americans
in Israel.
But that's only the beginning
of Supersol's marketing efforts.
The 1996 American Food Festi-
val was backed by a massive $1.8
million outdoor, newspaper, ra-
dio and TV campaign orches-
trated by Gitam/BBDO. The
advertising agency claims that it
was the most extensive use of me-
dia ever to promote American
products in Israel.
Underneath the apparently all-
consuming infatuation with
America lies something of a love-
hate relationship.
Israelis often resent affluent
Uncle Sam, and sometimes see
individual Americans as superfi-
cial and shallow, even though
they are crazy about American
products and culture.
"On an indivith 121 basis, Amer-
icans are not admired, but the so-
ciety is," says Mr. Teumim. "Since
1967, the States have become
highly beloved. If the United
States were ever in trouble, there
would be more volunteers [ready
to fight] here than anywhere."
Mr. Teumim believes that "Is-
rael was the second country es-
tablished on the American dream.
But we believe that what Amer-
ica can do, we can do better, we

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can do faster. What it took 200
years for America to accomplish,
we can do quicker.
"Where in the past Israelis
may have wanted to be the 51st
state, today Israel can be Ameri-
ca - only better. We can learn
from America's mistakes."
Mr. Teumim noted that Amer-
ican car manufacturers particu-
larly "play the American card" to
attract customers. Chevrolet's
tagline in Israel is, "Chevrolet is
America for me." Manufacturers
of beverages, food and particu-
larly fast-food, also play up the
American angle.
"Pepsi flew a film crew to New
York to get shots of Israelis in
New York to assist the advertis-
ing in Israel," says Mr. Teumim.
"America represents quality, so-
phistication, wealth and now Is-
raelis are even beginning to
understand the importance of
customer service. If you go to Mc-
Donald's or the car dealers, you
can see this. Even Bezeq (Israel's
telephone company) is getting
better with customer service."
Mr. Tamir points out that
American products are affordable
and increasingly Israelis are
adopting American concepts like
take-out food, do-it-yourself stores
and, as Mr. Teumim pointed out,
even good service.
Using American imagery in ad-
vertising is clearly an effective
marketing ploy. However, Chaim
Shkedi, creative director at Gi-
tam/BBDO, suggests that Israelis
refuse to admit that they are buy-
ing a product simply because it
comes from America, and cer-
tainly not because they are in-
fluenced by smart advertising.
Israelis prefer to see themselves
as discerning customers. El

c7\

(c) Jerusalem Post 1997

271 IffettiP

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Symbol
SCIXF
ECILF
TEVIY
IEC
ELBTF
ELT
ELRNF
TAD
CMVT
ISL

Name
Scitex
ECI Telecom
Teva Pharm
PEC Israel
Eta Computers
Elscint LTD
Elron Electronics
Tadiran
Comverse
First Israel Fund

Exchange
NASDAQ
NASDAQ
NASDAQ
NYSE
NASDAQ
NYSE
NASDAQ
NYSE
NASDAQ
NYSE

Jan.10
'10.55
'22.37
'52.25
'17.00
'2.50
'7.75
'12.31
'29.12
'37.75
'12.50

Jan.17
'12.00
'24.00
'56.50
'19.37
'2.78
7.50
'12.37
'29.61
'41.12
'13.12

Change
+51.45
+51.63
+54.25
+52.37
+50.28
-50.25
+50.06
+50.49
+53.37
+50.62

Source: Allen Olender, Prudential Securities,
West Bloomfield.

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