The Cool Fresh Ultra Mint Branding Paradox

The average pharmacy is a cornucopia (or morass) of mint flavors. Sweet, cool, ultra, radiant, clean, fresh, powerful, spearmint, peppermint, cinna mint, mint stripe, minty fresh stripe and more. That’s a lot of branding. Yet mint comes in even more varieties:  Banana, Moroccan, Egyptian, Bergamont, Lavender, Macho, Habek, Lemon, Pineapple, Chocolate and Pennyroyal. Why so many mints — it was mint to be.

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