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)