Prof John Deighton escaping from the usual Harvard pointy head trap to explain how Quaker managed to lose more than a billion dollars on Snapple in four years. The play and frivolity at the heart of Snapple stood no chance in Quaker’s corridors. It wasn’t a story Quaker could ever tell - unlike Gatorade, so attuned to the achievement / performance ethos.  First criteria then: is there a home for soul of this brand, and not just its sales.

To Brainjuicer’s Innovation Oktoberfest. Maybe it was because it was hosted at the bodyparts and smells bit of Unilever in Kingston, but most of my attention went that way.

I don’t know, but I think this is the first time I’ve seen a condom machine in a corporate headquarters. (Never been to Durex’s.) Especially packaged goods businesses, where sex and sin are not to be contemplated, except in agency presentations. I mean they don’t even have them at beer companies. Perhaps here it’s the Lynx effect.

Also met the estimable Tim Wright of King of Shaves.  They’re at that bottom clenching phase of the launch of the Azor, going straight up against the Dark Side (Gillette). Four fact-ettes.

1  Shave in the shower, not at the sink. Much easier.

2 Keep the skin tight with your other hand. We mean tight.

3 Gillette et al are perfectly capable of making blades which last 30 shaves. They just don’t do it - and we all know why - it keeps you and me repeat buying.  Azor will do 30 shaves.

4 King of Shaves have registered www.thebestyourdadcan get.com. We can’t wait.