Gmail Soap – PR Campaign

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by: Ilya Vedrashko

These images of Gmail-branded soap have been circulating around the new over the past couple of months and eventually ended up on a Wired blog along with many others. They have been dismissed as either a clever Photoshop job or an art project. Instead, the soap apparently was an actual campaign done to promote Gmail’s spam filtering might to Russian students. The connection is the Russian wordplay on the soundalike slang for email and soap. The copy on package reads: "Gmail: the cleanest soap." There’s an entire YouTube channel full of Russian CGM on the subject. There’s an official statement from Google’s Russian PR people on

You’ve seen this recent Russian TV spot for Gmail, of course.

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