The role of the advertising for Listerine and Listermint in the development of the mouthwash market

The paper outlines the background to the dramatic growth in the mouthwash market in the UK in the 1970s.
Agency: J Walter ThompsonAuthor: 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...

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