Rectify

FROM: James Mueller <email@jamesmueller.xyz>
TO: Church & Dwight Consumer Relations

To whom it may concern in the Church & Dwight marketing department,

My name is James Mueller. I am a professional naming strategist who has worked with Fortune 500 companies, including pharmaceutical companies. I am writing to you about the name of your hemorrhoid cream Anusol, which I can only assume stands for "Anus Solution".

I would like to suggest that you rename this product "Rectify."

I, as a professional, believe this name to be superior for several reasons.

• It is just as effective at conveying its key messages, containing an oblique reference to Rectum (which I recognize is not the medically precise location to which the cream is applied), and also to solving, or rectifying, health issues.

• It accomplishes this elegantly, with a multi-purpose real word rather than a coinage. This makes the name feel more natural and creates a tone of self-deprecating humor that may serve to create consumer goodwill during a trying moment of their user journey.

• It also does not literally contain the word Rectum or Anus, which I believe the average consumer may find off-putting even in this context.

If you would like to discuss this proposal and my naming services in further detail, please contact me at email@jamesmueller.xyz. I look forward to working together.

Yours,

James Mueller

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From: Church & Dwight Consumer Relations
To: James Mueller

Dear Mr. Mueller:

Thank you for reaching out to us about changing the name of Anusol® to Rectify.

Your comments are important to us and provide essential information that helps us continue to maintain the high level of quality you have come to expect from our products and services.

If you have any questions in the future, please feel free to contact us at Monday through Friday 9:00 AM through 5:00 PM ET or visit our corporate website at www.churchdwight.ca.

Thank you for choosing Church & Dwight Canada Corp.

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