The new advertising campaign was indeed rigidly controlled. Subsidiaries were sent their materials and told to get on with it. Managers abroad were seen as simple implementers of the global marketing strategy with little or no input. The problem was that many of them realized right away that the new advertising campaign wouldn’t work in their markets. The campaign really didn’t work anywhere. Jack Marks would later quality it as “lowest common denominator advertising” that “tried to say something to everybody, and didn’t say anything to anybody.”