There is this funny thing about the way the word «mail» sounds in Russian. It is extremely similar to the word «mylo», i.e. soap. It was about 10 years ago when people started noticing the difference, and the verb «emailing» turned into «soaping up». Oh the fun of working in a Russian office.
GMail was smart enough to notice the connection and use it to its advantage.
No matter how much the picture resembles a work of Photoshop, this soap actually exists. Note on the package says «The cleanest soap», which in the mind of an active Russian internet user easily translates into. The best spam protection for your e-mail».
Believe it on not, even which those efforts, Google is still not the top search engine in Russia.
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okay. Goodbye Yandex, hello Google.