Heinz Katchup decided in the early 2000s to introduce a fun new product targeted at children. They created and marketed the Heinz EZ Squirt product, which came in a squeezable bottle with a narrow tip for writing with the "Blastin' Green" colored ketchup. Soon Heinz added the colors orange, purple, teal, blue, and pink to the mix. It was initially successful, but within a few years sales dried up, and the product was retired. Which common type of reposition pitfall did they likely encounter?
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