Superior marketing often trumps superior product

The best-selling brand of mouthwash in the world is Scope by Procter & Gamble. In second position is the very popular and familiar Listerine. These products enjoy massive sales and international distribution. They control the dominant position on the shelves of retailers large and small. There are very few homes that do not use one of these products to combat halitosis.

And yet, a better product, scientifically verified, and the brand that invented the term “halitosis” to describe bad breath is largely forgotten. Once a big seller, Lavoris has precipitously declined in popularity with consumers. Why?

Originally, Lavoris was used as an antiseptic during the Civil War. Formulated using the ingredient Zantrate, Lavoris was first marketed as a mouthwash in 1903. Zantrate is a proprietary ingredient, and coupled with a low alcohol content and pleasant cinnamon flavor, Lavoris quickly gained popularity.

Zantrate has been clinically proven to instantly neutralize bacteria that promote bad breath. Clinical studies at Hill Top Research in Cincinnati and the University of British Columbia claim to show that Lavoris is three times more effective than Scope in killing oral bacteria. These studies were so convincing that all three major television networks accepted and validated the results.

Richardson-Vick, the former owner of Lavoris, created a classic marketing and advertising campaign that still resonates with older Americans to this day. The Company created the word “halitosis” as a powerful branding aid to identify the problem that Lavoris could solve. It was so successful that the word “halitosis” is now found in Webster’s Dictionary. Additionally, the term “Pucker Power” became one of the most famous catchphrases of all time after years of use in Lavoris advertisements.

How does a brand with a centuries-old pedigree, strong clinical backing for its best-performing claims, and a smart brand fall off the cliff and almost disappear from the consumer’s radar? Actually, it is not that unusual and the reasons are usually quite similar. Lavoris lost sight of the famous old marketing adage: “You are never the best, only the last.”

Graphics, packaging, branding, sales promotion, sales guarantee, public relations, display, advertising strategies, product sampling and placement are just a few of the components involved in constantly updating a product. product. The goal is to keep the brand fresh and at the forefront of the consumer’s mind as times, tastes and competition change. However, it is imperative that the consumer not be put off by the new and the changed. Do you remember New Coca-Cola? Do you remember the K-Car?

The Lavoris brand found itself in a state of constant change. The product was involved in a series of corporate ownership changes that forced frequent creative and management adjustments. Each new owner was less interested in updating the brand and making essential investments that could have protected its place on the shelves, while profits were used for other corporate purposes. Under aggressive attack from brands like P&G’s Scope, Lavoris withered.

There are many examples of great products outselling competitors of lesser quality. The resources to market properly, aggressively, and creatively all too often trump quality. If you can’t tell consumers about a product’s superior features and benefits, especially in a cyclonic market, your item will suffer at the hands of the savviest seller. This is where alternative marketing strategies like bootstrapping and guerrilla marketing become essential.