The Smartest Maneuver Ever Seen In Marketing

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Listerine in the 1920s

Invented in the 1880s, Listerine was first used as a prescription-only drug for wounds or infections.

Soon it became used as an over-the-counter mouthwash, but it didn’t sell particularly well until the 1920s…

That’s when Listerine coined the medical term ‘halitosis’ which loosely means ‘unpleasant breath’ in Latin.

That made people believe (or realise?) their bad breath was a medical condition… that could be treated.

Treated with Listerine.

Sales took off, it transformed the company.

Genius…