fear-based marketing strategy marketing creating advertising around customers' fears and insecurities then offering a solution to sad fears and insecurities. 
bottle of fresh breath from another time. from the dump by the lake shore. if you struggle to breathe now. breathe before. if you fear now breathe before your fear. another normal time. simpler. fear was simpler. face up to it. the product was as advertised. your fear vanished with each fresh breath. do you remember? this was before you were probably born.