Magazine content is available exclusively for TIME subscribers.Ayds, Not AIDS
Dividends The quandary could be a case study at the Harvard Business School. The problem: a deadly disease breaks out that has a name that sounds the same as that of a well-known diet product. Question: What should the marketer do to avoid possible confusion?
Jeffrey Martin Inc., the distributor of Ayds appetite-suppressant candy, has faced just this issue since AIDS, or acquired immune deficiency syndrome, began getting public attention in mid-1981. Jeffrey Martin acquired the Ayds marketing rights from Purex at about the time of the first report of AIDS.
Sales of the diet candy had been sluggish for years when Jeffrey...
Email, Password or Region is incorrect
A required form parameter was missing.
The System is currently down. Please try again in a few minutes.
Email Address is invalid
Password is blank
Most Popular »
- Why American Kids Are Brats
- The Voice: Whitney Houston (1963-2012)
- Whitney Houston: A Life in Photos
- Whitney Houston, Superstar of Records, Films, Dies at 48
- It's Official: Linsanity Is for Real
- 10 Things We (Still) Kinda Hate About The Phantom Menace
- Icelanders Avoid Inbreeding Through Online Incest Database
- Kate Middleton's Amazing Fashion Evolution
- All-TIME 100 Songs
- Androgynous Model Andrej Pejic Pushes the Fashion World's Limits
- Syrian Rebels Plot Their Next Moves: A TIME Exclusive
- The Upside Of Being An Introvert (And Why Extroverts Are Overrated)
- In Singapore, Finding Peace Among the Pain of Thaipusam
- The Rise and Fall of One of the World's Worst-Performing Stock Markets
- 2045: The Year Man Becomes Immortal
- Playing Favorites
- Friends With Benefits
- How We Get Addicted
- The Experts Weigh In: Messi May Be the Best of All Time — Except for One Thing
- When Bullying Goes Criminal
More News from Our Partners
Top Stories on TIME.com
Quotes of the Day »
