Odd Ads: How Listerine Invented Halitosis to Sell Mouthwash
In the world of advertising history, few campaigns are as influential — or as manipulative — as Listerine’s early 20th-century marketing push. While now seen as a staple of oral hygiene, Listerine was originally sold for far different purposes. It wasn’t until the brand invented a medical-sounding condition called “halitosis” that its mouthwash became a cultural necessity.
Origins of Listerine
Listerine was developed in the 1870s by Dr. Joseph Lawrence as a surgical antiseptic. It was later marketed for various uses, including as a floor cleaner and dandruff remedy. It wasn’t until the 1920s that Listerine found its enduring identity — as a treatment for bad breath.
The Invention of “Halitosis”
Though the word “halitosis” existed in medical Latin, it was virtually unknown to the public before Listerine’s marketers began using it. By medicalizing bad breath, the brand gave a name to a social stigma and positioned its product as the only solution.
Sample Ad Message
“Even your best friends won’t tell you — you have halitosis.”
Such taglines played on shame and self-consciousness, particularly targeting young women and men anxious about romance, marriage, and social status. Suddenly, bad breath was not just unpleasant — it was a life-ruining condition.
Marketing Through Fear
These ads often depicted lonely women who failed to marry or men who were socially isolated, all due to unspoken halitosis. This strategy — known as “pathos-based fear advertising” — was groundbreaking at the time and paved the way for future health and beauty marketing tactics.
Listerine’s Advertising Approach
| Technique | Description |
|---|---|
| Medicalization | Turning a common issue into a diagnosed “condition” |
| Social Pressure | Using shame or fear of rejection to push sales |
| Targeted Demographics | Appealing to young adults, especially women |
| Repetition | Reinforcing the same message across multiple media |
Results and Legacy
By the mid-1920s, Listerine’s profits had soared from $100,000 to over $4 million annually. The term “halitosis” entered common usage, and mouthwash became a daily habit in American hous
