Listerine Ad from 1971
Print Ads
Jul 7, 2020
This old Listerine was from when Listerine was so strong and distasteful that you had to dilute it with water just to tolerate it.
They cleverly use this negative aspect of the product to show that it actually works.
This is kind of like what Joseph Sugarman's "Honesty" Trigger suggests to do about negative aspects of a product.
Image Description
A cheerful man in a yellow raincoat and hat holds up a bottle of Listerine. The bold text reads, "I hate it, but I love it," capturing attention with its intriguing contradiction. The ad leans into the product's strong taste, humorously suggesting its efficacy.
Positive Aspects
- The image uses humor and honesty, making the ad relatable and memorable.
- The man’s happy demeanor contrasts with the negative statement, adding a humorous twist.
- The visual effectively supports the message: enduring the unpleasant taste is worth the benefits.
Key Takeaways
- Embrace honesty in advertising: Highlighting a product's negative aspect can build trust.
- Clever copywriting can turn a drawback into a selling point.
- Humor and relatability make ads more engaging and memorable.
Additional Insights
Using Joseph Sugarman's "Honesty" trigger, this ad cleverly flips a negative into a positive. It's like saying, "Yes, it tastes bad, but that's why it works!" A great reminder that sometimes, the best sales tactic is simply being straightforward. Plus, who doesn't love a little humor with their mouthwash?
