duh

Try to imagine yourself sitting at a conference room table as the marketers of Crest Whitening Expressions toothpaste settle on the design of their packaging. Someone suggests putting a scratch and sniff label on the box so that consumers can get a whiff of the Extreme Herbal Mint flavor that is designed to appeal to Latinos. "Brilliant" says somebody and the idea progresses.

At some point there's another meeting in which somebody suggests selling twin packs of the toothpaste. "We'll move twice as much product," says somebody. "Brilliant," says somebody else. Are you the one who dares to speak up and ask how it is possible to scratch and sniff the scent if the package is covered in shrinkwrap? Brilliant.