Bad Breath Empire

ISBN-13: 9783565254941 / Angielski / Miękka / 108 str.

Robert Cialdini Jr.

Opis

Before the 1920s, "halitosis" was an obscure medical term that nobody cared about, and Listerine was a pungent liquid used to clean hospital floors and treat Gonorrhea. "The Bad Breath Empire" tells the audacious story of Gerard Lambert, the marketing genius who didn't just sell a product-he sold a new anxiety.This book deconstructs one of the most successful marketing campaigns in history. Lambert took a general-purpose antiseptic and rebranded it as the cure for "chronic halitosis," positioning bad breath not as a hygiene issue but as a social death sentence that would prevent you from getting married or hired. Through aggressive "whisper copy" advertisements featuring sad bridesmaids ("Always a bridesmaid, never a bride"), he shamed an entire nation into rinsing their mouths with floor cleaner.It is a masterclass in "constructive discontent"-the art of making consumers feel inadequate so you can sell them the solution. This book challenges entrepreneurs to look at their products differently: Are you selling a liquid, or are you selling social insurance?

Bad breath wasn't a problem until they ran the ads. How a floor cleaner became a mouthwash by inventing a disease.