[19 Jan, 2012] Store chain owners in Brazil have come up with an unorthodox new campaign called "Turning Lemon into Lemonade", and for a good reason.
The lemon in this case was a burglary that occurred at one of the chain's outlets in Sau Paulo. "The store had been broken into a few months before. the images are of the second round", says founder and CEO of the brand, Ron Meisler. "After the second theft we had to put in a grill to protect the showcase,"
According to the police report recorded on December 6, £ 40,000. worth of goods and two mannequins were stolen that night.
To Meisler, it's a kind of whimsical revenge: "They stole my clothes so we stole their image. Hopefully they will become upset and complain," he says.
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