Maybe Purolator needs to sell beige filters and fuschia pink filters, and green filters. Keep changing the paint color. Also change the shape of the drain holes. Make them slots, or crescents moons, or stars. Kind of like Lucky Charms cereal. Write NEW! on the box. Call it Indestructo by Purolator but write the word Purolator in tiny, 6-point type so no one can read it. Make the cardboard box 1/4" taller. Same filter as always, of course. Charge 10¢ more than the brands next to it, that spells premium quality.