Ivan Levison How

By Ivan Levison How's your breath? Is it sweet and pleasant? Or when you talk, do people wince and stagger backwards? Now, as you can guess, I'm not really worried about your personal hygiene. But I am concerned about how effectively you're selling your product or service. Which is why I'm going to take a quick look at an old Listerine mouthwash advertising campaign that I think will prove instructive. Here's the story . . . Years ago, when Listerine's ad agency first got the account, it obviously could have positioned the product in an infinite number of ways.

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