Listerine Ad from 1971

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.

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1967 version of “eCommerce”

This Johnson Smith Novelty Items magazine ad was how the 1960’s version of “eCommerce” companies worked. They would make compact ads like this with their catalog of popular (or curiosity-inducing)