Never make your products with an unpronouncable name.
Never name your products with a name that brings nasty or disgusting things to mind.
Sure, a cockroach may be the only thing surviving a nuclear holocaust but most people don't want cockroaches anywhere near them.
"A cat has nine lives" is a similar concept, but hasn't got the negative connotations of both 'cockroach' and 'the end of the world'. Brainstorm that.