Created by on 12/9/2011 11:56:22 AM
New hangover cure getting buzz
With holiday parties in full swing, it’s a perfect moment to target a product at something nobody wants to think about while the fun is going on: the morning after.
That’s one reason Blowfish, a new over-the-counter hangover cure that recently launched in the U.S., has been garnering a lot of buzz. Another reason is that its creators are capitalizing on the festive season by launching a courier delivery service in Manhattan.
Blowfish combines Aspirin, caffeine and antacid in a tablet that dissolves in water — so it gets into your system faster than a pill. Another bonus is that while most hangover remedies are taken before the party starts, this one is designed to help when you’re in the throes of the morning-after woes.
“There’s nothing in the product that’s so revolutionary or new, but what’s great about it is that it combines a couple of things in a way that is specifically tailored for hangovers,” says creator Brenna Haysom.
“It’s more created for your weekday hangover, where you probably didn’t intend to have too many, but you have to get up and go to work — and you don’t have time to take your usual concoction: Eat a greasy breakfast and a Bloody Mary is not going to work. It is just kind of a silver bullet, where it hits all your major systems very quickly.”
Currently, it’s available only in the States — for example, at Ricky’s outlets in New York City and through forhangovers.com. But Haysom says she is going to investigate Health Canada’s approval requirements. Then, of course, there is the question of bilingual packaging, an issue for a U.S. company introducing a product into Canada.
She says the company has had a lot of requests from Canadian consumers, which doesn’t surprise her: “Not at all. I’ve had some great times in Canada, in both Toronto and Montreal, so I’m not surprised. There are plenty of good times to be had up there.”
Haysom used to work in finance in New York, often a seven-day-a-week job, with plenty of business-related social events.
“The kind of ‘a ha’ moment came to me after I had a work dinner, and I didn’t plan to drink very much, but got a little carried away,” she says. “I had a big presentation the next day and I got through it, but not well.”
She researched the market and discovered that hangover treatments are usually based on herbal remedies or vitamins. Given the prevalence of hangovers in our culture, she realized there’s a ready-made market for a product that helps.
As for the name, she concedes that people tend to dislike it — but it serves its purpose.
“People kind of universally have a negative reaction to it. Like they think of Hootie & the Blowfish. Or blowing chunks. There’s also the poisonous sushi, so people tend think, ‘Blowfish, that’s a weird name.’ But people remember it,” she says.
“It was a bit of a lark — because the effervescent tablets you drop them in the water and they kind of blow-up, they bubble and fizz, and because there’s so much skepticism about hangover cures and people don’t believe they work, we knew word of mouth was going to be really important in terms of helping spread the word.”