• Chicago Tribune, Monday, November 15, 2010 10:48 AM

Barbara Brotman writes an open letter to Grupo Bimbo, the Mexican company that just bought Sara Lee's North American bakery business, about its "it's Beem-bo" marketing campaign that attempts to educate otherwise grown-up Americans that their giggles are based on a false pronunciation.

After looking at the dilemma through the eyes of scientists and teachers who have been dealing with generations of snickering 12 year olds who have their way with the pronunciation of "Uranus," she advises the Mexican conglomerate to fuggedaboutit.

"Let it go," Brotman writes. "Life is hard, Grupo Bimbo friends. We can all use a few laughs. Give us a break; let us have our fun. After all, anyone who would really think that your products are manufactured by dimwitted ninnies is a real --

"Heh heh."

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