CVS’s Intelligent Advertising and marketing

My urologist, in his pointers for getting ready me for a biopsy, advised me to make use of a Fleet enema earlier than the process.

So I went to CVS and located on the shelf the CVS model, which was, in fact, cheaper than the Fleet model.

How did CVS make it clear that this was a substitute, apart from placing it on the shelf subsequent to the Fleet model? Very cleverly, it made the field very related, even the colour of the field. However in fact it couldn’t promote it as Fleet.

So it additionally says on the field:

CVS Well being Prepared-to-Use Enema is just not manufactured or distributed by C.B. Fleet Co., Inc., the distributor of Fleet Enema Saline.

In different phrases, we’ve happy our authorized obligation by making clear this isn’t Fleet, however by saying it isn’t, we’re additionally telling prospects, those who learn the wonderful print, that it’s a aggressive product that does the identical factor.

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