Not so long ago, we consumers were satisfied with everything that the market had to offer. With the things that everybody had or everybody wanted. The stereotypical housewife put her heart – and Maggi seasoning – into her cooking. The family dog got Chappi from a tin, only Penaten cream was good enough for babies’ soft skin and (Austrian) men always smoked Smart. One popular advertising campaign seemed to sum up this enviable state of affairs better than any other: “My Bac? Your Bac? Bac’s there for everyone.” One deodorant for everybody? Sure, why not?!