March 15, 2011 Leave a comment
Sorry for the absence, skiing out west and the recovery time afterwards took me away from my keyboard. Wanted to touch on one of my favorite psychological principles of advertising: labeling a commonly known occurrence or characteristic makes it more relevant.
A century ago, bad breath was just something that happened, it wasn’t seen as a by-product of poor dental hygiene nor was it something to be ashamed of. Enter Listerine and now-defunct agency Lambert and Feasley. Enter the name HALITOSIS (Latin ‘halitus’ meaning ‘breath’, and Greek suffix ‘osis’ meaning ”cirrosis of the liver.’) Was bad breath something to be constantly monitored and avoided? Maybe not. But HALITOSIS sure was. The term, which can now be found in Webster’s dictionary, stigmatized bad breath and made mouthwash a very relevant product.
Most recently, The Martin Agency have leveraged the same principle for Hanes with ‘Bacon Neck.‘ Don’t you hate it when your undershirt is sagging and wrinkled? Well now you have a name for that! And a new undershirt brand.