Where is John Wilson?

WWTT #1: Aciphex

WWTT is my new section called “What Were They Thinking.” I love to ask (typically out loud):

Were there 10 people sitting around a boardroom congratulating each other because they all thought this was a good idea?

First up on this column: Aciphex.

Ass Effects?

I seriously rolled off the couch when this commercial came on for the first time. You’ll run into it on TV (see below), they play it a ton.

I’m not kidding – Aciphex is pronounced – (Ass-e-fects) Ass Effects.

To top it off – it is the most expensive of the acid reflux medicines currently on the market (sourced from http://www.destinationrx.com/)

I get that it is an acid reflux medicine, but SOMEONE at the company had to snicker when whomever came up with this said it out loud for the first time. I can see the VP of Marketing combining a few of the words from their brainstorming session together to spell A-C-I-P-H-E-X. What I can’t see is how someone didn’t blurt out: That’s what she said!