Remember Razzles? Back when I was a kid (when the Earth was cooling), they had a wonderful advertising campaign that asked the question: "...is it a gum or a candy?" Razzles were truly unusual. They were a bizarre cross between a sucking candy and chewing gum. Nobody knew how to describe them, so the advertising agency decided to forego classical benefit-oriented advertising concepts and focus on the confusing feature set. The campaign turned the product's weakness into its strength (very Sun Tzu). The results were excellent, because the product was excellent. The ad promoted sampling and once sampled, the product sold itself.