Crystal Synergy - The Next Wave

Challenge: “Harvey’s Crystal Cream” was asking for a lawsuit from “Harvey’s Bristol Crème”

Strategy: To give it some mystique, plus not make health claims that would get them in trouble with the FDA.

Why it Worked: The product had crystals as a key ingredient, and the ideas of “synergy” and the “Bio-energy therapy” line finalized the deal with the new age types who buy this beeswax.