Aksys, you bring up some interesting points. Now that I think of it(which I never have before!), Ben-Gay will never be cool, but perhaps one reason for that is it was never advertised that way. More of a no nonsense product- like preparation H, Drano- not cool, but there if you need it.
You are right about the way Enerjel is being portrayed- hip, cool, healthy, for active people. I like it, and think it's an excellent way to market the product. Not a big fan of tattoos, so I hope we don't see a big E on peoples bodies!!
I do hope DROPS are marketed the same way as Enerjel. For athletic, active people, who want to optimize their conditioning.
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