By Jason George
Enquirer contributor

CAIRO, Egypt - People throughout the Arab world have been cutting down on Coke and Big Macs for months. They're not counting calories, but taking part in boycotts of American goods - protesting U.S. foreign policy in the region.

But a clothes detergent, manufactured by Cincinnati-based Procter & Gamble, has been uniquely targeted - not because it is American - but because of some unfortunate branding.

P&G's Ariel detergent suffers from sharing a name with one of the most unpopular men in the Arab world: Israeli Prime Minister Ariel Sharon. Not only does the name remind some buyers of the man they consider responsible for problems in Palestine, but rumors have led some to believe that Sharon owns the brand.

While it would seem absurd to many that a head of state would not only own but name detergent after himself, the boycott has caused P&G and Arab leaders to mount a major public relations offensive.

"We conducted an education campaign working with the local media to help them understand P&G's long commitment to and interest in the local country," said Jeannie Tharrington, a P&G spokeswoman in Cincinnati.

"P&G representatives did broadcast and print interviews. We even did some television advertising."

A major goal is just making sure everyone knows that Sharon and the product are unrelated.

"I'm sure you already know that any resemblance between the Ariel brand name and any persons or political figures, whether living or dead, is a coincidence," Linda Ulrey, another P&G spokeswoman, said.

The name of Ariel - the detergent - actually comes from German and English literature and is associated with "fresh air spirits," according to Ulrey. The product was created by a German company in the 1920s and was later bought by P&G.

Ariel, while owned by an American company, is manufactured in Egypt by Egyptians. P&G has a plant in October City that employs 700. Ten products made there, including Ariel (which is the same formulation as Tide) are then shipped for distribution in the Middle East and east Africa.

The P&G facility's economic importance to the financially struggling nation prompted Egyptian prime minister Atef Ebeid to visit the plant last August and be photographed smiling - with a box of Ariel in hand.

The boycott seemed to be waning last fall, but with Sharon's Likud party recently winning a major victory in Israeli elections, the two Ariels remain connected in many people's minds.

In October, the American Chamber of Commerce in Egypt, quoting a boycott organizer, reported that sales of the detergent had slipped 30 to 60 percent. Sales now are again "very strong," according to Hisham A. Fahmy, executive director of the chamber.

Although not releasing figures, P&G's Tharrington said media reports of Ariel's losses have been "grossly exaggerated," and she confirms that the brand is rebounding.

One grocer in Cairo said he was selling Ariel because his customers were informed of the truth. "This was a problem before, but after the newspapers told people that (the story was false), so they stopped it," Muheeb Louis, 28, said.

"But we don't know what will happen with Iraq. If the United States starts bombing there, people will stop buying Ariel because it is American, not because of Sharon," he added.

Still, despite increased awareness as a result of newspaper columns and the efforts of P&G and the Egyptian government, the false association seems to continue.

"Ariel Sharon has nothing to do with Ariel," Shaban Mohammed, 19, said.

"But see this here," he said, pointing to the P&G stars and moon logo on a box of the detergent. "This represents the (Jewish) Star of David. That's why I'm not buying it."

Jason George is a freelance writer based in Egypt. E-mail jasongeorge@excite.com.