Purpose-Driven Marketing Wars

Purpose is a definitive statement about the difference that a brand is trying to make in the world. It is becoming more and more popular every day, especially because Gen Y and Gen Z are more interested in economic, political, environmental, and social problems in the world. The interest and sensitivity of these issues have also been reflected in marketing and brand communication. In this context, purpose-driven marketing is a marketing perspective and trend that aims to connect brands with their consumers through their brand purpose. The implications of all these in the field of marketing have begun to be seen in Turkey, too. In particular, brands in the dishwashing detergent market have entered a purpose-driven marketing war with each other, so to speak. Finish, Fairy, and Pril have made purpose-driven marketing campaigns in Turkey. So, in this chapter, Water of Tomorrow by Finish, Don't Waste by Fairy, and Together at the Table by Pril campaigns are examined within the scope of purpose-driven marketing as case studies.

Handwashing and Detergent Treatment Greatly Reduce SARS-CoV-2 Viral Load on Halloween Candy Handled by COVID-19 Patients

ABSTRACT Although SARS-CoV-2 is primarily transmitted by respiratory droplets and aerosols, transmission by fomites remains plausible. During Halloween, a major event for children in numerous countries, SARS-CoV-2 transmission risk via candy fomites worries many parents. To address this concern, we enrolled 10 recently diagnosed asymptomatic or mildly/moderately symptomatic COVID-19 patients to handle typical Halloween candy (pieces individually wrapped) under three conditions: normal handling with unwashed hands, deliberate coughing and extensive touching, and normal handling following handwashing. We then used a factorial design to subject the candies to two posthandling treatments: no washing (untreated) and household dishwashing detergent. We measured SARS-CoV-2 load by reverse transcriptase quantitative PCR (RT-qPCR) and loop-mediated isothermal amplification (LAMP). From the candies not washed posthandling, we detected SARS-CoV-2 on 60% of candies that were deliberately coughed on, 60% of candies normally handled with unwashed hands, but only 10% of candies handled after hand washing. We found that treating candy with dishwashing detergent reduced SARS-CoV-2 load by 62.1% in comparison to untreated candy. Taken together, these results suggest that although the risk of transmission of SARS-CoV-2 by fomites is low even from known COVID-19 patients, viral RNA load can be reduced to near zero by the combination of handwashing by the infected patient and ≥1 min detergent treatment after collection. We also found that the inexpensive and fast LAMP protocol was more than 80% concordant with RT-qPCR. IMPORTANCE The COVID-19 pandemic is leading to important tradeoffs between risk of severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) transmission and mental health due to deprivation from normal activities, with these impacts being especially profound in children. Due to the ongoing pandemic, Halloween activities will be curtailed as a result of the concern that candy from strangers might act as fomites. Here, we demonstrate that these risks can be mitigated by ensuring that, prior to handling candy, the candy giver washes their hands and, after receipt, by washing candy with household dishwashing detergent. Even in the most extreme case, with candy deliberately coughed on by known COVID-19 patients, viral load was reduced dramatically after washing with household detergent. We conclude that with reasonable precautions, even if followed only by either the candy giver or the candy recipient, the risk of viral transmission by this route is very low.

Simple, Low-Cost and Long-Lasting Film for Virus Inactivation Using Avian Coronavirus Model as Challenge

The COVID-19 infection, caused by SARS-CoV-2, is inequitably distributed and more lethal among populations with lower socioeconomic status. Direct contact with contaminated surfaces has been among the virus sources, as it remains infective up to days. Several disinfectants have been shown to inactivate SARS-CoV-2, but they rapidly evaporate, are flammable or toxic and may be scarce or inexistent for vulnerable populations. Therefore, we are proposing simple, easy to prepare, low-cost and efficient antiviral films, made with a widely available dishwashing detergent, which can be spread on hands and inanimate surfaces and is expected to maintain virucidal activity for longer periods than the current sanitizers. Avian coronavirus (ACoV) was used as model of the challenge to test the antivirus efficacy of the proposed films. Polystyrene petri dishes were covered with a thin layer of detergent formula. After drying, the films were exposed to different virus doses for 10 min and virus infectivity was determined using embryonated chicken eggs, and RNA virus quantification in allantoic fluids by RT-qPCR. The films inactivated the ACoV (ranging from 103.7 to 106.7 EID50), which is chemically and morphologically similar to SARS-CoV-2, and may constitute an excellent alternative to minimize the spread of COVID-19.

EFFECT OF NOZZLE TYPE AND SOME LOCALLY USED SURFACTANTS ON THE SPRAY QUALITY

This study was aimed to compare two spreading agents (Tween 20 (T) and dishwashing detergent (D)) which are commonly used in agricultural researches in Iraq and sometimes are used by the local spray applicators. Moreover, the universalflat fan nozzle (UNI) was compared with the air induction nozzle (AI) concerning the quality of the spray produced. The treatments included three concentrations (1.0%; 0.1% and 0.01% vol /vol %) of each spreading material beside the control treatment (water only). Spray quality was evaluated by using the water sensitive papers (WSP), and DepositScan software was used to analyze the scanned photos of WSP. Theevaluated parameters related to the spray quality included: spray coverage (%); spray density (Deposits/cm²); average droplet diameter (DV.5) and deposition of droplets (µL/cm²). Moreover, the penetration rate was also calculated by comparing the deposition quantity between two levels of WSP on the plant canopy (upper and middle level) while the deposition which reached the ground was considered as losses rate. The results have shown that adding Tween 20 spreading agent to the spray solution has produced more deposits per square centimeter and more penetration rate of spray inside the plants canopy than the detergent and control. Moreover, the UNI type nozzle produced higher coverage percentage and number of deposits per square centimeter than AI nozzle.

The impact of food additives, artificial sweeteners and domestic hygiene products on the human gut microbiome and its fibre fermentation capacity

Purpose This study investigated the effect of food additives, artificial sweeteners and domestic hygiene products on the gut microbiome and fibre fermentation capacity. Methods Faecal samples from 13 healthy volunteers were fermented in batch cultures with food additives (maltodextrin, carboxymethyl cellulose, polysorbate-80, carrageenan-kappa, cinnamaldehyde, sodium benzoate, sodium sulphite, titanium dioxide), sweeteners (aspartame-based sweetener, sucralose, stevia) and domestic hygiene products (toothpaste and dishwashing detergent). Short-chain fatty acid production was measured with gas chromatography. Microbiome composition was characterised with 16S rRNA sequencing and quantitative polymerase chain reaction (qPCR). Results Acetic acid increased in the presence of maltodextrin and the aspartame-based sweetener and decreased with dishwashing detergent or sodium sulphite. Propionic acid increased with maltodextrin, aspartame-based sweetener, sodium sulphite and polysorbate-80 and butyrate decreased dramatically with cinnamaldehyde and dishwashing detergent. Branched-chain fatty acids decreased with maltodextrin, aspartame-based sweetener, cinnamaldehyde, sodium benzoate and dishwashing detergent. Microbiome Shannon α-diversity increased with stevia and decreased with dishwashing detergent and cinnamaldehyde. Sucralose, cinnamaldehyde, titanium dioxide, polysorbate-80 and dishwashing detergent shifted microbiome community structure; the effects were most profound with dishwashing detergent (R2 = 43.9%, p = 0.008) followed by cinnamaldehyde (R2 = 12.8%, p = 0.016). Addition of dishwashing detergent and cinnamaldehyde increased the abundance of operational taxonomic unit (OTUs) belonging to Escherichia/Shigella and Klebsiella and decreased members of Firmicutes, including OTUs of Faecalibacterium and Subdoligranulum. Addition of sucralose and carrageenan-kappa also increased the abundance of Escherichia/Shigella and sucralose, sodium sulphite and polysorbate-80 did likewise to Bilophila. Polysorbate-80 decreased the abundance of OTUs of Faecalibacterium and Subdoligranulum. Similar effects were observed with the concentration of major bacterial groups using qPCR. In addition, maltodextrin, aspartame-based sweetener and sodium benzoate promoted the growth of Bifidobacterium whereas sodium sulphite, carrageenan-kappa, polysorbate-80 and dishwashing detergent had an inhibitory effect. Conclusions This study improves understanding of how additives might affect the gut microbiota composition and its fibre metabolic activity with many possible implications for human health.

Comparison-based perceived attribute performance as a better antecedent of satisfaction, value and loyalty

PurposeProduct performance measurements have been used to explain other business performance variables. The purpose of this paper is to propose that, regarding Mexican consumers, the “comparison-based perceived attribute performance” (CAP) approach is a better predictor of outcomes, such as satisfaction, value and loyalty, compared with the traditional measurement of “non-comparison-based perceived attribute performance” (NCAP). These two forms of assessing attribute-level performance may be considered as different constructs.Design/methodology/approachUsing these two approaches, empirical tests were performed to attribute performance measurement and were conducted on products from two different categories: tequila and liquid dishwashing detergent. Regression analyses were performed using Mexican consumer samples ofn=295 andn=239, respectively.FindingsAs opposed to NCAP, CAP measurements yielded higher statistical levels of satisfaction, value and loyalty for both product categories. In the case of tequila, factor analysis indicated a clear separation between the two types of measurements, suggesting that they should be considered distinct constructs. However, this was not found for the other product category.Originality/valueCAP, which has better potential to predict outcomes than NCAP, could have relevant implications in brand positioning assessment and importance-performance analyses.