In the early 1900s, only 5% of Americans brushed their teeth daily. 5 years later it was 80%. What changed? Claude Hopkins ad campaign.pic.twitter.com/e4UGreZfa9
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This minty feel of toothpaste, its a bit uncomfortable. People knew that. Hopkins positioned it as that's how you know its working! You can feel it cleaning you! And the mint aftertaste is proof.pic.twitter.com/J3zRq6SSiy
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There was already an army of door-to-door salesmen failing to sell toothpaste. But all it took was a positioning change for Hopkins to make his brand, Pepsodent (now Unilever) one of the biggest brands in the world (and help Americans dental hygiene!)pic.twitter.com/HJLwVzKK68
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Have you read Attention Merchants?
@superwuster talks about this. - End of conversation
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I dust this off the bookshelf a lot, courtesy
@rivey35 circa 2014pic.twitter.com/paJH7bji4P
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The habit loop is real my friend!
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fantastic thread one of Hopkins' masterpieces great share curious, what other sources besides "My life in advertising" did you use for that thread?
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Just another reminder that many American norms are the result of brilliant marketing.
Thanks. Twitter will use this to make your timeline better. UndoUndo
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