I don’t consider myself a germaphobe, but I do consider myself “germ conscious.” As such, I notice products and commercials that play to my germ awareness.
Well this summer, Kleenex started running ads for single-use towels. See the commercial below.
And LYSOL started running ads for their no-touch soap dispensing system.
As a germ-conscious American, these products struck me as completely necessary. But as a marketer, I realized these companies are just creating a need.
We’ve gotten by for centuries with regular hand towels and old-fashioned soap dispensers. And no one died, did they? Oh, wait. But still. Kleenex and LYSOL are making people want products they don’t need, so I’d like to say “congrats” as a marketer, and “you suck” as a germ-conscious citizen.
The product are cool and anti-germy, but they’re really not necessary. Yes, hand towels get gross–that’s why we wash them. And have you ever touched the top of the soap dispenser then NOT washed your hands? I haven’t (think about it).
Though my germ-consciosity (made up word, don’t look it up) makes me want the products, I will resist. I will contently use my reusable hand towels and my germ-filled soap dispenser.