So let’s say you’re a company called Eppendorf International, and you have this machine that automates pipetting tasks, saving wear and tear on thumbs. How do you market such a device? How do you get the word out to all of the hip chemists? With a dorky name like Eppendorf International, you’re going to have a hard time selling your machine to the masses.
The answer: Produce a fake Boy Band video.