'Dero' exhibition Cupola Gallery, Iasi, Romania November 29th - December 9th, 2002

Statement

DERO (ROmanian Detergent) is one of the few Romanian communist era products which has survived throught the economic transition. Its original recipe and presentation have been altered to render it marketable. Aggressively promoted, it became a local commercial advertising hero, symbol of the rebirth of a familiar image trhough its toatlly reinvented content. Its name was retained because of its rezonance. Its content is nowadays an alien expression of consumerism (the state-owned DERO factory was sold to Unilever).

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