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A licensing agreement with Combe, Inc. provided Chipman-Union with a good opportunity which enabled them to launch their products without large amount of advertising and promotional expenditure. Originally, Combe's "Odor-Eaters" was a brand of deodorizing shoe insoles. From consumers' perspective, both shoe insoles and socks can be used for removing a bad smell...
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From consumers' perspective, both shoe insoles and socks can be used for removing a bad smell. This meant that "Odor-Eaters" socks of Chipman-Union could be supported by brand awareness established by "Odor-Eaters" insoles. 50% or more of people in the U.S. knew the "Odor-Eaters" brand, and CU's executives projected that this would be very helpful for CU's new product...
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