A masterclass in positioning: Night Nurse

Night Nurse

The scientists had been briefed to crate an effective cold and flue medicine.

They succeeded, but with one unwanted side effect: severe drowsiness.

Then a genius marketer came up with an idea.

‘If we position the product as a night-time remedy, the drowsiness isn’t a problem – it’s a unique selling point.’

So, Night Nurse now isn’t just a remedy for cold and flu, but it also helps people to sleep through the night. In peace.

And that folks, is magic of positioning. From a side-effect to the name of the product: Night Nurse.

It is. Fucking. Genius.

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