Halls®, a subsection of Cadbury, is widely known for its cough drops, but in May 2009, the company launched a new product, Halls Refresh. This product seemed interesting when they first advertised it on television, but after a period of time, the product seemed to be forgotten. Recently, though, I once again found advertisements for this product which had an image of Halls Refresh placed beside an image of Halls cough drops, and it explained how Halls cough drops are used to relieve one’s throat whereas Halls Refresh is more comparable to a treat. I quickly realized that Halls was using this ad to save themselves from the “Free-Ride Trap” as described by Ries and Trout, authors of the book Positioning. As explained by these two individuals, companies choose to launch a new product with an existing brand name in order to not have to build a new brand, but this is unwise as consumers already have the brand name positioned in their mind. In this scenario, consumers think of cough drops when they see Halls, thus the company is attempting to differentiate Halls from Halls Refresh. Overall, a separate brand name would have prevented all the trouble.