In the previous post, we talked about an excellent new sku (Butter with Olive Oil spread) within a broad line of products by Land of Lakes, and how the fact that it is hidden in a line mostly of “me too” items will keep it from ever being a big idea.

Here is an example of worse.

There is an Activated Charcoal Body Wash with Zinc in a line of products from Collective Wellbeing, (http://www.collectivewellbeing.com/index.php?page=shop.product_details&flypage=flypage1&product_id=39&option=com_virtuemart&Itemid=26&vmcchk=1&Itemid=26), that has now lost its distribution because the balance of the line does not sell well.

This particular item is the best deodorizing body wash I’ve ever experienced by a long shot, but its few stores like Whole Foods have stopped carrying it because it was the only good item in a long line of “me-too” items under the Collective Wellbeing brand name.

Hiding a really distinctive sku within a line of me-too’s is the marketing equivalent of Journalism’s “burying the lead.”

Think about it.  The task of developing one truly great formula is difficult.  What are the odds that a company will have a line filled with unique, really great items?  Having once been the President of Neutrogena, I understand the limiting and challenging characteristics inherent in line marketing.