"This is going to be the death of me", I thought as I filled the pot with bottled water. I didn’t have a sink in my apartment, and even if I did, I wasn’t sure I trusted the landlord or the city enough to drink either of their water. The small red light on the hot plate glared at me from the fold-out counter as I contemplated how I had never known anything other than life in the city. The honking horns, flashing neon lights, and endless crowds were my nightly companions. There was no escaping the noise of the city.
The impact of bad breath goes beyond just the physical symptoms. It can also have a significant impact on mental health and self-esteem. People with halitosis may feel self-conscious and avoid social interactions or intimate relationships due to fear of judgment or embarrassment. This can lead to feelings of isolation and low self-esteem.

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Ultimately, the bad-breath campaign was so successful that marketing historians refer to it as the “halitosis appeal”—shorthand for using fear to sell product. And, while the modern advertising industry is no stranger to creating a problem to sell its solution, Listerine’s medicalization of mouth odors might just be one of the most successful iterations yet.