No, I meant that they created a demand by marketing up Halitosis like it's a major problem.

That's nothing new, they still do it constantly. Those women's deodorant commercials make women feel like they are carrying a cloud of funk around with them wherever they go, and they have to smear this deodorant over every inch of their bodies or they'll offend every nasal passage in the county.

Before you can offer a solution, you need to make them feel like they have a terrible problem that needs to be fixed immediately, at any cost. Even if you have to make it up.