Agency: J Walter Thompson | Author: Terry Bullen |
Listerine and Clifford - A Breathtaking Success
INTRODUCTION
As a result of the introduction of Clifford the Dragon in the role of Listerine spokesman on TV in 1985, retail sales values have doubled. Moreover, Warner Lambert's profits from a previously static market have risen by 173% in three years as sales of the sister brand, Listermint, have also been stimulated by a similar margin. The bulk of this sales increase can be directly attributed to the advertising, and this paper will indicate how the effects of that advertising were immediate, sustained...