You are the director of marketing for Haven Products, a popular brand of over-the-counter medicines. Haven manufactures and markets several Stop Cough products such as cough drops, cough medicines, menthol rubs and liquids for use in breathing treatments and humidifiers.
Stop Cough liquid cough medicines are sold in a daytime non-drowsy formula and a nighttime formula all in three different flavors. Last year, Stop Cough released a new type of liquid cough medicine. The new product has the same active ingredients as the daytime non-drowsy and the nighttime formula but also has honey as an ingredient. Trends have shown that many consumers associate honey with cough and sore throat relief, as a result Haven features honey in its new product and in its advertising. The new product is called Stop Cough with Honey.
The 15-second television advertising spots introducing the new Stop Cough with Honey mention the word “honey” five times and show images of animated bees near a honeycomb. The spots say, “now with honey to help soothe your cough and throat.”
Haven Products has recently come under fire as consumers have noticed that honey is not listed in the ingredients of the new Stop Cough with Honey. Reporters have accused Haven Products of false and misleading advertising and are urging consumers to contact the Better Business Bureau to file claims.
The director of product management knows quite well that honey is not listed as an active ingredient in the new Stop Cough with Honey. While many consumers do believe that honey helps to alleviate coughs, it is not medically proven. Haven Products does not want to make the false claim that honey will alleviate a cough. Instead, Haven Products has “flavoring” listed as an inactive ingredient. The flavoring is a combination of honey flavor with added sweetener for a better taste.
The president has asked you to analyze the new Stop Cough with Honey, the ethical and possible legal risks associated with the marketing and packaging and recommend communications and actions the company can take that will still result in sales yet appease those that are upset.
