Listerine Ad from 1971

This old Listerine ad is a masterclass in flipping negatives into positives. The product was so harsh people had to dilute it—but instead of hiding it, Listerine leaned into it.

The Honesty Trigger in Action

The ad’s headline (“I hate it, but I love it.”) hooks you instantly. It admits the product tastes awful, which actually builds trust. If they’re honest about the bad, they’re probably honest about the good.

Why It Works

• Honesty disarms skepticism
• The pain implies power (“it’s strong, so it works”)
• Relatable copy makes buyers nod and laugh
• The testimonial-style tone adds authenticity

Real-World Examples

• Buckley’s cough syrup: “It tastes awful. And it works.”
• Avis car rental: “We’re number two. We try harder.”
• Domino’s: Admitted to bad pizza, then showed how they fixed it.