"Be Careful How You Use It"
Hai Karate is best remembered today for its marketing plan, with a small self-defense instruction booklet sold with each bottle (to help wearers fend off women) and its television adverts. In the UK spots, a stereotypical nerd covers himself in Hai Karate and is promptly seduced by a female passer-by played by British starlet Valerie Leon; similar ads ran in the US as well. All of the spots contained the catch phrase "Be careful how you use it".
The fragrance was developed by the Leeming division of Pfizer and launched in 1967. As well as the original Hai Karate fragrance, versions named Oriental Lime and Oriental Spice were soon introduced. It competed successfully with such other brands as Aqua Velva, Old Spice, Jaguar, Dante and Brut before fading away in the 1980s.
Read more about this topic: Hai Karate
Famous quotes containing the word careful:
“... if we look around us in social life and note down who are the faithful wives, the most patient and careful mothers, the most exemplary housekeepers, the model sisters, the wisest philanthropists, and the women of the most social influence, we will have to admit that most frequently they are women of cultivated minds, without which even warm hearts and good intentions are but partial influences.”
—Mrs. H. O. Ward (1824–1899)