Launched in 1915 through Lord & Thomas, with Albert Lasker backing the business as a one-third owner and Claude Hopkins writing the copy. Hopkins sold a toothpaste as a creator of beauty, not a plaque remover.
Pepsodent launched in 1915 through Lord & Thomas. Albert Lasker backed the business as a one-third owner, and Claude Hopkins wrote the copy.
Hopkins, in My Life in Advertising: “I rubbed my tongue across my teeth, and I noticed a film. That gave me an appealing idea. I resolved to advertise this toothpaste as a creator of beauty. To deal with that cloudy, yellow film.” The ads led with the outcome customers wanted, a prettier smile.
Clean play. Sell the outcome, not the mechanism. A Classic Play for Rule 7.
Hopkins sold Pepsodent as a creator of beauty that removed the cloudy, yellow film on teeth, instead of explaining how it worked.
The ads led with the outcome customers wanted, a prettier smile. Sell the outcome, not the mechanism.
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