Bengay is Deep and Penetrating

by Johnny Debacle

Watching Sunday night football, I saw an ad which exhorted Pfizer’s (NYSE: PFE)) BENGAY’s deep, penetrating heat. I don’t use the product, I’ve never bought it and I couldn’t believe that this unfortunately named product could be so consciously compounding its problem. This is akin to Richard Army’s decision to be referred to as Dick, with no irony. Actual Marketing for Ben Gay:

BENGAY® patches and creams target deep, penetrating heat right at the source of your pain so you can get the relief you need.

I can only imagine that the heavy suggestive nature of the subtext is intentional. What market are they going for? And what copy did they turn down in favor of the above?

BENGAY® bends over backpain, until your body reaches a climax of relief.

BENGAY® fills every crevice of your body with hot creamy soothing power.

You will enjoy BENGAY® patches and creams spread all over your old achey body. Not that there is anything wrong with that.

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