Word: pretty
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...skillfully drove through downtown Milan's maze of narrow streets, he explained: "I have a position of responsibility. Now you will see, everywhere we go today the people will not call me just 'Pretti' or 'Come here, Pretti.' Instead, they will say 'Signor Pretti,' for I am the representative of Coca-Cola." At his first stop, on the Via Santa Marta, Signor Pretti made a few cheerful remarks, straightened a Coke sign on the wall and departed. At the Zi' Cori, a tiny refreshment room, Pretti wiped the dust from...
...Signor Pretti. To see how the point was sinking in, a TIME correspondent last week accompanied a Coke salesman on his round of Milan. A few minutes before 8, dark, heavy-set Giovanni Pretti, 30, had put on his tan & red uniform and cast a last look into the mirror from which signs asked him: "Hair Combed? Shaved? Uniform Clean and Neat? Shoes Shined? Friendly Smile?" He lovingly polished his brand-new Bianchi truck (one of 62 now covering Milan) and climbed into his seat...
...Pretti clucked sympathetically and went on to the sleek Barca d'Oro, an expensive restaurant. In these elegant surroundings Pretti smiled and bowed politely, but in the dimly lit workers' restaurant in the Via del Gesù he shifted to an easy manner and a broad Milanese dialect. He explained: "I must put myself in harmony with the environment...
...Pretti met his sharpest test. As he carried his case of Coke into one restaurant, a wine-drinking taxi driver called out: "There comes the licorice water!" Pretti indignantly reeled off a long list of Coke ingredients which had nothing to do with licorice. "Have you," Pretti asked, "ever tasted Coca-Cola?" Said the taxi driver: "Once-and never again." Said Pretti: "Ah, but you must try Coca-Cola in the wine." He produced two bottles and poured them into a glass of Chianti. Two of the customers tasted the mixture. They approved of it cautiously. As Pretti left they...
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