CVS’s smart marketing

My urologist, in his guidelines for preparing for a biopsy, told me to use a Fleet enema before the procedure.

So I went to CVS and found on the shelf the CVS version, which of course was cheaper than the Fleet brand.

How did CVS make it clear that this was a replacement, besides putting it on the shelf next to the Fleet version? Very cleverly it made the box very similar, even the color of the box. But of course it couldn’t advertise it as Fleet.

This is also what it says on the box:

CVS Health Ready to Use Enema is not manufactured or distributed by CB Fleet Co., Inc., the distributor of Fleet Enema Saline.

In other words, we have met our legal obligation by making it clear that this is not Fleet, but by saying it is not, we are also telling customers, those who read the fine print, that it is a competing product that does the same. thing.

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