How do you market the seemingly unmarketable?
One tactic is to lean into whatever makes your product less than palatable. Make a product meant for protecting babies bottoms when they're in diapers? Call it Butt Paste. Is your company no. 2 in market share? Instead of hiding that, tell people you're number two, and that it means you try harder, like Avis did. Your pizza is considered the worst? Admit it's terrible, and that you're changing it from the crust up like Domino's.