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February 2006

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I want this book for a read, once you return.


That reminds me of another example I came across recently in 'Freakonomics' (you should pick it in case you haven't read it already). Listerine Mouthwash. It was originally invented for use as a powerful surgical disinfectant. Till one fine day a clever marketeer came along, saw the opportunity and made a mouthwash out of it. Soon, no one in America would want to be caught dead with bad breath!

Tarun Anand

Yes, I dont remember the book but I do remember that this was one of the first known marketing campaigns which targeted "fear" or created the FUD which is well known. They had a medical name for bad breath called "Halitosis" and that made the Listerine ad even more authentic!


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