Agency: J Walter Thompson | Author: Terry Bullen |
The role of the advertising for Listerine and Listermint in the development of the mouthwash market
INTRODUCTION
This paper will outline the background to the dramatic growth in the mouthwash market in the U.K. It will argue that the modification of consumer attitudes and behaviour that this has entailed is largely attributable to the advertising undertaken by Warner Lambert's two brands, Listerine and Listermint.
Because of this growth, the mouthwash market will be highly competitive in 1980 with two major new entrants launched by May and more expected. In these circumstances...