Brand Extensions

Violating a cardinal rule of modern consumer life, I went to the grocery store while hungry this afternoon. The first thing I noticed, on a big, prominent end cap, was a small metal package labeled "Saltines." I thought, 'Saltines in a can? Weird! Why?' and looked more closely at the label, which turned out to read, "Saltines in oil."

'Even weirder, and that sounds delicious,' I thought. Just before I reached for a couple cans, I reread the label and saw what it really said: "Sardines in oil."