can't lose msolga!!
The academic was Gavan Daws and he was examining the behaviour of the prisoners of the Japanese in World War II.
"I began imagining that if human beings were worked and starved and beaten to the point of death, they would be reduced to barely functioning skeletons, scraps of biology, with all the so-called veneer of civilisation flayed out of them, all national culture and character trampled out of them. Not so.
"The Americans were the great individualists of the camps, the capitalists, the cowboys, the gangsters. The British hung on to their class structure like bulldogs, for grim death. The Australians kept trying to construct little male-bonded welfare states. These national cultural differences were obvious to everyone in the camps in matters crucial to survival, from discipline, to food gathering, to medical-surgical doctrine on amputation."
When Australians first heard about Vegemite, a thick, dark English spread (called Marmite) already dominated the spread market and Australians were reluctant to try Fred Walker's locally made product. Poor sales performance resulted in Vegemite being re-named in 1928.
In an attempt to emulate the success of Marmite, Walker re-launched Vegemite as "Parwill". "If Marmite...then Parwill" was the rationale behind Walker's strategy to carve a niche in the market for his concentrated yeast extract spread.
However Parwill was only ever sold in Queensland and Walker's creative play-on-words fell on deaf ears and Parwill failed. Walker went back to the drawing board, and finally realised that the Vegemite brand could work. All he had to do was stimulate consumer trial.
Hey FM 'Yung fillas' sounds like he might be a kiwi.