Launching a new product is always challenging, but what if your target audience doesn’t even see a need for it? That was the case for Pepsodent in the early 1900s. Through a revolutionary go-to-market strategy leveraging behavioral marketing, psychology, and strategic advertising, the company turned toothbrushing from a rare habit into a daily ritual.
Here’s how they did it—and what startup founders can learn from this case study.
Table of Contents
Understanding the Market: Identifying a Problem and Motivation
When Pepsodent entered the market in 1915, tooth decay was common, but few people brushed their teeth regularly. Traditional health messaging wasn’t enough to change consumer behavior. Instead of marketing toothpaste as a hygiene product, Pepsodent reframed the problem:
- Beauty Over Health: Claude Hopkins, a legendary advertiser, positioned toothpaste as a beauty enhancer. He made people believe that a white smile was a sign of attractiveness and success, which created a strong emotional pull.
- The “Film” Tactic: Advertisements described an invisible “film” on teeth that made them look dull. This made people immediately check their teeth and associate the product with instant improvement.
Smart Copywriting and Psychological Triggers
Pepsodent’s messaging was carefully crafted to spark immediate consumer action. One of their first ads read:
“Just run your tongue across your teeth. You’ll feel a film—that’s what makes your teeth look ‘off-color’ and invites decay.”
This small action created an internal trigger—once consumers became aware of the “film,” they wanted a solution. This tactic aligned with behavioral psychology principles like:
- Framing Effect: The product was positioned as essential for beauty, not just health.
- Mere Exposure Effect: Consistent advertising reinforced the message, making Pepsodent a familiar and trusted brand.
- Reciprocity: By offering free samples, Pepsodent encouraged customers to buy the full-sized product after experiencing the benefits firsthand.
A Seamless Go-To-Market Strategy
Rather than focusing purely on sales, Pepsodent designed a go-to-market strategy that encouraged long-term habit formation:
- Created a Cue: The “film on teeth” gave people a reason to brush daily.
- Established a Routine: The act of brushing removed the film, providing immediate satisfaction.
- Delivered a Reward: A brighter smile reinforced the habit and kept customers buying Pepsodent.
By 1925, over 65% of Americans had Pepsodent in their medicine cabinets—an astronomical leap from the previous 7% who brushed regularly.
The Role of Advertising and Marketing Expansion
Pepsodent’s marketing wasn’t limited to clever copywriting. The company executed a nationwide advertising blitz, ensuring that their message reached as many people as possible. Some key tactics included:
- Massive Print Campaigns: Pepsodent ran full-page ads in major newspapers and magazines, making sure their message was constantly in front of consumers.
- Times Square Banners: The brand invested in large-scale outdoor advertising, embedding their messaging in the everyday lives of city dwellers.
- International Expansion: By 1930, Pepsodent was available in China, South Africa, Brazil, Germany, and beyond, proving that their approach worked across different cultures.
Lessons for Modern Startups
Pepsodent’s success story is a testament to how the right go-to-market strategy can turn a product into an indispensable part of consumers’ lives. Here are some key takeaways for modern startups:
- Frame Your Product Around a Deep Consumer Desire: Whether it’s beauty, status, or convenience, find the emotional trigger that makes customers act.
- Use Psychological Triggers to Drive Action: Creating a cue, establishing a routine, and delivering an immediate reward can turn usage into a habit.
- Leverage Free Samples or Trials: Allowing customers to experience your product before purchasing lowers the barrier to entry and builds trust.
- Focus on Long-Term Brand Exposure: Regular, consistent messaging across multiple platforms increases consumer confidence and adoption.
- Consider the Customer’s Perspective: Instead of selling a product directly, think about how to guide potential buyers through the purchasing journey step by step.
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