By the way, I must protest the cutesy spelling of the item's name. Why can't they just use regular English words? What's so bad about "Rescue Me" that they have to replace three letters with a capitalized letter and throw out the space? That's poor taste!
It could be any of a number of reasons. For example, it's highly likely to be a legal issue (trademarks). "Rescue Me" is either already trademarked or impossible to trademark because it's too generic. In contrast, "ResQMe" is easily trademark-able. There are other reasons not to use "Rescue Me". I'm sure the company, which is equipped with more information, has their reasons.
By the way, I wouldn't mind being the founder of brands like "Cheez-It", "Froot Loops", etc. Those brands are so ubiquitous that most people probably don't even realize the words are misspelled. It's like the branding bypasses the conscious and goes straight to the subconscious...perfect.