Hopkins used a trigger that was easy to notice (chances are high you also ran your tongue across your teeth after reading the previous line), created a routine that could help people satisfy a non-existent need and fitted his product into the routine.īrushing teeth was important, of course, for maintaining dental hygiene. You’ll feel a film- that’s what makes your teeth look ‘off-color’ and invites decay.
Hopkins plastered the walls of cities with many ads including this one: But people didn’t know that because they had paid little attention to it. It can be removed by eating an apple, running fingers on the teeth or vigorously swirling the liquid around the mouth. The film is actually a naturally occurring membrane that builds up on teeth regardless of what you eat or how often you brush. He had an interesting idea- he decided to advertise the Pepsodent toothpaste as a creator of beauty, something that could help people get rid of that cloudy film. While going through dental books, he came across a piece of info about mucin plaques on teeth which he later called “the film”. Then he had to connect that product to that trigger so that the use of the product (routine) led to a reward. To sell Pepsodent, Hopkins needed a trigger- something that people could relate with or something that they did every day. However, after his friend’s persistent insistence, Hopkins finally designed a national level ad campaign. There was already an army of door-to-door salesmen hawking tooth powders and elixirs, most of them going broke. He essentially had to develop a whole new habit of brushing teeth among the consumers. Though his friend was convinced that the product was amazing and would be a hit, Hopkins knew that it was a huge risk. He was approached by an old friend who said that he had experimented with some chemicals and had made the ultimate dental cleaning concoction that he called Pepsodent. So he connected the product (oats) with an activity that people do every day (breakfast) and promised a reward (energy for the whole day).Ĭlaude Hopkins, the genius, now faced a predicament.
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He knew how to align the products with the daily habits of people by making sure that the use of the product is triggered by some activity that people do daily.įor instance, he made Quaker Oats famous by telling people that ‘eating it in the morning as a breakfast cereal will provide you with energy for the whole day’. He had turned many previously unknown products into household names. He had a unique ability to advertise products in such a way that they became instant hits in the marketplace. Claude Hopkins was a prominent advertiser who lived in America around the time of World War 1.
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