Bad Breath Empire How a Floor Cleaner Invented a Medical Condition to Make Millions
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- Englisch ausgewählt
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Beschreibung
Produktdetails
Einband
Taschenbuch
Altersempfehlung
1 - 99 Jahr(e)
Erscheinungsdatum
17.02.2026
Verlag
EpubliSeitenzahl
108
Maße (L/B/H)
29,7/21/0,6 cm
Gewicht
346 g
Auflage
1
Sprache
Englisch
ISBN
978-3-565-25494-1
Before the 1920s, "halitosis" was an obscure medical term that nobody cared about, and Listerine was a pungent liquid used to clean hospital floors and treat Gonorrhea. "The Bad Breath Empire" tells the audacious story of Gerard Lambert, the marketing genius who didn't just sell a product—he sold a new anxiety.
This book deconstructs one of the most successful marketing campaigns in history. Lambert took a general-purpose antiseptic and rebranded it as the cure for "chronic halitosis," positioning bad breath not as a hygiene issue but as a social death sentence that would prevent you from getting married or hired. Through aggressive "whisper copy" advertisements featuring sad bridesmaids ("Always a bridesmaid, never a bride"), he shamed an entire nation into rinsing their mouths with floor cleaner.
It is a masterclass in "constructive discontent"—the art of making consumers feel inadequate so you can sell them the solution. This book challenges entrepreneurs to look at their products differently: Are you selling a liquid, or are you selling social insurance?
This book deconstructs one of the most successful marketing campaigns in history. Lambert took a general-purpose antiseptic and rebranded it as the cure for "chronic halitosis," positioning bad breath not as a hygiene issue but as a social death sentence that would prevent you from getting married or hired. Through aggressive "whisper copy" advertisements featuring sad bridesmaids ("Always a bridesmaid, never a bride"), he shamed an entire nation into rinsing their mouths with floor cleaner.
It is a masterclass in "constructive discontent"—the art of making consumers feel inadequate so you can sell them the solution. This book challenges entrepreneurs to look at their products differently: Are you selling a liquid, or are you selling social insurance?
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