That the placebo effect works.
Cough syrup maker Benylin has been accused of selling identical pills as cures for different types of colds.
Benylin’s medicines, one of which claims to be for “chesty”, the other for “mucus” coughs, carry the same product license meaning they contain identical ingredients.
The disclosure was made by Martin Lewis, founder of Moneysavingexpert.com, who has been vocal on medicine rip-offs including the often inflated cost of branded medications versus own brand tablets.
He warned that the Benylin branding could lead to consumers thinking that it offered “something extra”, potentially prompting them to buy them rather than cheaper genetic equivalents, which may be just as effective.
Which is lucky for those who want to do market segmentation and product differentiation.