Listerine ‘I hate it, but I love it.’
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Year: 1971
Brand: Listerine (USA)


File Under ︎ Playful copywriting







👀  Industry: Pharma , Health & Beauty


ONE thing this ad does well (AKA Copywriting Tip):



Admitting product flaws makes your brand more relatable, trustworthy and believable (That’s because of the Pratfall effect).




⇝ “I hate it, but I love it.”


⇝ “I figure anything that tastes that bad has got to work. And believe me, Listerine works! it even kills germs that can cause bad breath.”



Side note: In 1971 Listerine did the opposite of what competitors were doing. Competitors were pomoting pleasant-tasting mouthwashes.

But it turns out Listernine was so strong and tasted so bad that you had to dilute it with water.

So Listerine embraced their biggest flaw: taste.  

Who’s behind this? Creative Samba Great Landing Page Copy Snackable Copy Tips ︎ ︎