He believed that the marketing opportunity was huge and requested Hopkins to help him design a national promotional campaign.Р”В¬laude Hopkins had built a huge reputation by turning dozens of previously unknown products such as Quaker Oats, Goodyear Tires, The Bissell Carpet Sweeper, Van CampРІР‚в„ўs Pork and beans into household names. Over a hundred years ago, one day in the early 1900s, Claude Hopkins a well-known advertising executive (long before web design and SEO) was approached by an old friend, who wanted a business idea for a toothpaste he created, Pepsodent. The Product? Pepsodenttoothpaste.Р”В¬harles Duhigg describes the entire story of Pepsodent advertising campaign and the science behind it in his brilliantly written book, The Power of Habit: Why We Do What We Do in Life and Business.

Yes and the adman was none other than the legendary Claude Hopkins, who wrote a classic book on Scientific Advertising. Now can you believe that it was a sustained national advertising campaign for a product and an adman, who created or cultivated a habit of brushing teeth among the American population before the beginning of the twentieth century? Can you imagine that people in a wealthy, prosperous nation like America were hardly brushing their teeth over a hundred years ago, say in the early 1900s? And that the US Army officials were saying that poor dental hygiene was a national security risk when they found that so many recruits had rotting teeth when the government started drafting men for World War I?

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