My urologist, in his guidelines for preparing me for a biopsy, told me to use a Fleet enema before the procedure.

So I went to CVS and found on the shelf the CVS version, which was, of course, cheaper than the Fleet brand.

How did CVS make it clear that this was a substitute, besides putting it on the shelf next to the Fleet version? Very cleverly, it made the box very similar, even the color of the box. But of course it couldn’t advertise it as Fleet.

So it also says on the box:

CVS Health Ready-to-Use Enema is not manufactured or distributed by C.B. Fleet Co., Inc., the distributor of Fleet Enema Saline.

In other words, we have satisfied our legal obligation by making clear this isn’t Fleet, but by saying it isn’t, we are also telling customers, the ones who read the fine print, that it’s a competitive product that does the same thing.