The swab had a cult following. All it needed was a simple rallying cry. And an iconic image of solidarity. No one understood the science, but no one cared. It was homeopathic. It was magic. And like dead rock stars, the Zicam swab became even more mythically worshiped when it died young, pulled from the shelves. But that was after we pitched and won. Thank god for line extensions. Not as effective or as cool, but still kicking.