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Often a Bridesmaid
Listerine · 1956
- Campaign
- Always a Bridesmaid
Analysis
A wedding scene frames social rejection as the consequence of bad breath.
“Often a bridesmaid ... never a bride!”
social anxietynarrative problemproduct resolution
Why it worked
The wedding image gives the problem a dramatic personal cost. The copy offers a purchase as the remedy to an insecurity it helps create.
Lesson
Study how a social consequence can make a functional claim feel urgent.
Image source
© Listerine. Shown for study and commentary.
Not affiliated with or endorsed by Listerine.