How this brand invented a problem to sell its product | Marketing Shots

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Back in the late 19th century, Dr. Joseph Lawrence and Jordan Wheat Lambert formulated Listerine. Originally, it was a surgical antiseptic named after Joseph Lister, a pioneering antiseptic surgeon. It was used for various purposes, from cleaning wounds to scrubbing floors. But here's the interesting part, Listerine didn't start out as the mouthwash we're familiar with today.

In the 1920s, the brand was looking for new ways to boost sales. They noticed that bad breath wasn’t widely recognised as a major issue. Enter the medical term "halitosis," derived from the Latin word for breath (halitus) and the suffix -osis, indicating a condition. While halitosis was a legitimate medical term, it was relatively less known at that time.

Through clever advertising, Listerine didn’t just sell a product; it sold the solution to a problem many people didn’t even know they had.

Their advertisements played on fear and insecurity.

Imagine an advert showing a sad bridesmaid who’s "Always a bridesmaid, but never a bride," suggesting that bad breath could doom one’s social and romantic prospects. This emotional appeal was powerful.

The campaign was a huge hit. Listerine sales went through the roof and everyone knew about it. The word "halitosis" became common and the idea that fresh breath is important for hygiene really caught on.

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