Say you have a product that is in a quickly saturating market. How do you get your product to the forefront of this market? If you are Unilever, you rename the market and own the new market.
I have high(ish) cholesterol mostly due to genetics, although it has been going down as a result of my eating and exercise habits. I frequently pay attention to cholesterol reduction products, and I found something called Promise Activ Super Shots, which has plant sterols, that supposedly help reduce cholesterol. They taste pretty good, so I take one whenever I can remember to buy them at the store.
Today I finished the last of the four pack, and as I was throwing out the box, I saw “REMOVE CHOLESTEROL” in big blue typeface. When it comes to cholesterol, I usually see keyword phrases like, “reduce your cholesterol,” “cholesterol reduction,” and “lower your cholesterol,” and this is the first time I saw “remove cholesterol.” I did a Whois search, and sure enough, RemoveCholesterol.com is owned by Unilever, the parent company of Promise, and it was registered in 2007.
It appears that Unilever has created, branded and defined this keyword phrase for their products. With all the competition for the popular keyword phrases, it’s a smart move to create a new one. Now if they would only forward traffic from this domain name to one of their brand websites!!