Thursday, May 1, 2008
Ben-Gay a manufacturer of rubbing ointments used to soothe aiching muscles, introduced their own line of aspirin in the mid 1990s. A company dealing in pain relief already believed this to be a great way to expand their product line to a new segment of users. However, this product did not accomplish this goal in any way shape or form and was on the market for less that two years. The reason this product failed was because consumers had always made a connection between ben-gay and a menthol smell that can be sensed from a mile away. Consumers had the idea that when they would consume the new aspirin it would taste the same as the rubbing ointment smelled and consumers could not bring themselves to purchase it.