Imagine a world where a single headline could turn an unknown product into a global sensation overnight. Picture a struggling entrepreneur who, with nothing but a bold idea and a knack for storytelling, creates a marketing masterpiece that leaves the world in awe. These aren’t just stories—they’re lessons in creativity, strategy, and the art of persuasion. In this blog, we dive into legendary marketing stories that didn’t just sell products but rewrote the rules of engagement.
First up: the genius of Gary Halbert, who turned a simple perfume into a cultural phenomenon with one unforgettable headline. Ready to be inspired? Let’s begin.
A single headline once turned an unknown perfume into a global sensation overnight!
This sounds unbelievable, 😇 right?
It was Gary Halbert’s genius that made it possible.
The story goes like this … 👇
(I read it long back somewhere, but recently heard it again being mentioned in a popular podcast episode.)
Tova Borgnine, wife of Hollywood legend Ernest Borgnine, wanted to launch a perfume. She hired Gary, the copywriter, to figure it out.
One day, walking through a mall, Gary stumbled upon a kiosk selling essential oils.
He asked, “Which one sells the most?” China Musk, he learned.
Gary had an idea.
He took China Musk, put it in a fancy gold bottle, and waited. Three months later, he called Tova.
“I’ve traveled the world,” he said. “And, I’ve found the perfect scent.”
Tova was blown away. She wanted to launch it at a small boutique.
Gary said no. “We must rent the entire floor of the Century Plaza Hotel.”
So, He took out a full-page ad in the LA Times.
The headline that he came up with?
“Wife of a famous movie star swears under oath: Her new perfume does not contain an illegal sexual stimulant.”
The subhead? “She’s so confident, she’s giving away 10,000 samples at the Century Plaza Hotel.”
The phones rang off the hook. Literally!
Thousands showed up. Streets were shut down. Fire departments got involved.
At the event, two men in tuxedos carried a briefcase handcuffed to their wrists. Inside? Twelve sapphires, representing the perfume’s ingredients.
Tova auctioned them for charity, raising hundreds of thousands.
The next day, department stores called.
Macy’s. Neiman Marcus. Saks.
Tova’s perfume became the best-selling fragrance that year.
So, Why did this work? 🫢
👉 The headline was pure curiosity. It hinted at scandal, intrigue, and exclusivity.
👉 It made people stop, read, and act.
Gary Halbert didn’t just sell a product. He sold a story, a moment, an experience.
And that’s the power of unforgettable marketing.
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