The word "Anti" seems a war metaphor in our minds. But if turns out very well, can help PRODUCTS achieve market-Success. Consider the the use of ANTI metaphor that has re-frame some objects of choice discussions, resulting in new categories at the same time:

Anti-Dandruff
Anti-Aging
Ant-Darkening
Anti-Virus
Anti-Mal ware
Anti-Bullying
Anti-Slavery etc



However, you too can create Anti..................................,(fill the space) and drive market loyalty and relationship!