Ben-Gay is another well-known US brand. It is an analgic cream ed for the relief of mor arthric pa, mcle ach and back pa. Aga, s first brand extensn – Ultra Strength Ben-Gay – was a succs, as was sentially the same product, only tensified. When tryg to thk of another logil extensn, the pany me up wh Ben-Gay Aspir. After all, Ben-Gay uld e s existg distributn work and the brand uld still be associated wh pa relief. Well, that is what the pany thought. The only trouble was Ben-Gay was so strongly associated wh the cream that was unable to make the transn. Nobody liked the ia of swallowg a Ben-Gay product. As a rult, the Ben-Gay Aspir failed.