Newsletter 26: From Bitter to Billionsđź’¸
HEY CONVERSION QUEENS 💸👑
In today’s crowded marketplace, having a great product isn’t always enough. Often, it’s the way a product is positioned that determines its success. While many of us associate Listerine with the unmistakable sting of a strong mouthwash, few know the story of how it went from an unpopular product to a staple in oral hygiene. Listerine’s journey in the early 1900s serves as a masterclass in rebranding and repositioning – transforming a perceived weakness into its unique selling point.
Let’s dive into how Listerine’s “bad taste” became its strongest asset.
SIS, LET’S CATCH A CASE
BITTER BUT BETTER CONVERSION
When Listerine first entered the market in the early 1900s, it was anything but popular. Originally developed as an antiseptic, its strong taste made it an unlikely choice as a mouthwash. Consumers hated its overpowering, medicinal flavor, and sales were dismal. Despite its efficacy in killing bacteria, people simply couldn’t stomach the taste and questioned why they should use it.
Listerine had a product that worked but couldn’t find its way into people’s daily routines. They faced a significant messaging problem. In a world of soap and perfumes, where everything was supposed to smell pleasant, why would anyone willingly subject themselves to something so unpleasant?
To solve this, Listerine’s team didn’t change the product – they changed the narrative. Working with marketers, they crafted a new message: the strong taste wasn’t a flaw; it was a proof point. The new slogan was simple but powerful: “Kills germs that cause bad breath.
Listerine was reframed as the “real deal” in mouth care. The message? If your mouthwash didn’t taste strong and medicinal, it probably wasn’t working. By repositioning the product as a warrior against germs, Listerine convinced customers that its harsh taste was synonymous with effectiveness.
This simple shift in messaging changed everything. Listerine went from an overlooked product to a market leader in oral hygiene. Customers began to associate its intense taste with a truly “clean” feeling, something they couldn’t get from milder alternatives. Listerine quickly became a household name, not just because it worked but because people believed it worked better than anything else.
POSITION YOUR BRAND TO WIN
1. 💸👑 Embrace and Reframe Product Qualities: What might seem like a weakness in your product could become your strongest selling point if framed correctly.
2. 💸👑 Position Your Product as the “Real Deal”: Sometimes, authenticity and “tough love” resonate more than polish and smoothness.
3. 💸👑 Create Customer Buy-In Through Messaging: By aligning messaging with the product’s unique aspects, you make it easier for customers to commit to your brand.
BRANDS THAT MADE OUR SH/T LIST
REVOLVE LAUNCHES BELLEMINT FASHION GAME IN THE US
It let their users, or “stylists,” create digital looks and shop their physical counterparts on Revolve’s connected e-commerce site.
BEHIND THE SOCIAL SUCCESS OF TELETUBBIES HQ
It's more than the baby sun and the smiley-face toast and custard.
TIKTOK SHOP PUSHES LIVESTREAM TO DRIVE HOLIDAY SHOPPING
This holiday season, they will host “super livestreams” with big names.
1. 💸👑 The Sephora Beauty Grant, in partnership with the Fifteen Percent Pledge, offers a $100,000 grant to a Black-owned beauty business, aiming to foster growth and innovation in the industry. Eligible applicants must be members of the Fifteen Percent Pledge's Business Equity Community, have been in business for at least one year, and generate a minimum annual revenue of $100,000. The application window is open from October 15 to November 15, 2024, with the winner announced at the annual gala on February 1, 2025.Apply here!
2. 💸👑 The Cécred x BeyGOOD Fund supports the hair industry by offering $10,000 annual scholarships for cosmetology students and $10,000 grants for salon businesses in cities with diverse stylist communities. This initiative, through scholarships and business support, empowers stylists and salons to thrive and expand their impact. Applications open annually, helping stylists and salon owners advance their careers and businesses. Apply here!
3. 💸👑 The Amplifier Grant by The Outrage awards at least $5,000 each season to individuals, businesses, and organizations making a positive impact. Open to a wide range of applicants, this grant aims to support diverse projects that contribute to social change in the U.S. Applications are reviewed seasonally, and each application requires a non-refundable $15 fee. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
