This WIG is inspired by a story from The Power of Habit by Charles Duhigg. Pepsodent toothpaste was the first toothpaste to become popular in America. Previously, Americans did not brush their teeth and did not feel any desire to start. However, Pepsodent was marketed as a beauty product with a brilliant trigger, specifically “Just run your tongue across your teeth. You’ll feel a film—that’s what makes your teeth look ‘off color’ and invites decay.” Then, Pepsodent was designed with a reward, namely the foaming that we are accustomed to today. In this way, Pepsodent convinced an entire nation to brush their teeth daily.