In the 1960s, the team of researchers at Vicks Corp. were tasked with finding medication for cold and the flu. They came back with a solution that worked well except for one major drawback – it caused drowsiness.
Just as they were about to go back to the drawing board, someone (presumably a smart marketer) suggested that they change nothing about the product and, instead, advertise it as a medicine to be taken at night.
Now, it would deal with your sickness while giving you a good night of sleep.
Thus, Nyquil was born. And, the rest as they say, is history.
Shifting the narrative can be very powerful.
(H/T: Alchemy by Rory Sutherland)