Agency: J Walter Thompson | Author: Bridget Angear |
Frustrating The Tooth Fairy: Repositioning Listerine From Fresh Breath To Healthy Teeth
BACKGROUND
Listerine was invented in St Louis; Missouri by a physician named Dr. Joshua Lawrence in 1879. It was first marketed as a powerful antidote against dandruff, a soother of insect bites, a curer of athletes foot and as an antiseptic that cleaned cuts and abrasions, until the late 1920s when Listerine focussed on the single-minded proposition that it could remove halitosis. It was on this platform that the brand was built over the next sixty years.
When...