Listerine Mouthwash and PocketPaks

1999-2000 campaign for Listerine Mouthwash plus PocketPaks (new variant). Brand static, old-fashioned and needed repositioning.

WINNER: PACKAGED GOODS OTHER GOLD

Listerine Mouthwash and PocketPaks

Executive Summary

This is a case about two Pfizer productsListerine Mouthwash and, later, Listerine PocketPaksa new portable format for killing badbreath bacteria. At the start of the story (1999), the Listerine franchise was fading. Two years later, the dollar volume had doubled. We will demonstrate that the main cause was the 'Action Hero' campaignan umbrella idea that was flexible enough to champion both products, such that Listerine and Listerine PocketPaks are now part of a leading oral healthcare franchise. [Editor's Note: this is the first Cassies case based on this kind...

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