Brush your teeth (Part III)
Creating powerful habits needs another ingredient, apart from cue and reward. Hopkins missed this one subtle point. His campaign for Pepsodent was so powerful because there was an ingredient that, without him realising it, drove habit forming.
The world’s greatest marketing organisation, P&G discovered this – according to Duhigg – when facing a great marketing disaster. They had discovered a product that took bad odours away, not mask them like flowery dufts in your toxic smelling toilet, but really cleaning the bad odour up, making it go away. P&G thought they discovered gold and ran ads according to the laws of Claude Hopkins: Show someone sitting in a smoke filled section of a restaurant, jacket smells like cigarette smoke (cue!) and then spray Febreze, no odour (reward!). And the campaign was a total disaster! The spray cans remained on the shelves. P&G gave it away on promotion, only to find weeks later the stuff unused stuck away under kitchen sinks.
What went wrong? And how did P&G turned disaster into success?
Let’s find out tomorrow.