This is one of those apocryphal stories, and I love it.
The management of a toothpaste company decided to start a sales drive to increase the amount of toothpaste they were selling. Their marketing department devised a campaign to promote the benefits of brushing multiple times a day.
They developed a TV campaign, supported by print, web and point of sale, and changed the packaging. After a few months sales were the same – the campaign had no impact.
The marketing manager walked around the manufacturing line one afternoon and spoke to the production manager, explaining about their efforts and lack of success. The production manager said, “if you want people to use more toothpaste, make the hole bigger.”
They did, and sales grew.
Go for the simple solution every time – it’s often cheaper, faster and more effective.
Incidentally, the same principle applies to toothbrushes - how?
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