How we soothed an everyday sore throat, every day.

Ever noticed how all sore throat lozenge commercials look the same? Yeah, we did too. We were sick (see what we did there) of seeing those angry little bug characters jumping up and down on a pink tongue. 

We had other ideas. 

Sore throats can be a sign of a life well lived. Of having a big night, screaming at the football or even talking like Darth Vader too much on May the 4th (otherwise known as International Star Wars Day).

So, while everyone else was trying to cure a sore throat from a cold or flu, we saw a new audience with a new opportunity: to soothe any number of sore throats.