Listerine - How advertising gave people an imperative to pick up a bottle of Listerine

Nick Fenn

This case study tells the story of how Listerine was first repositioned, in response to a faltering performance, from a breath freshener to an oral hygiene and dental defence brand.
Agency: J Walter ThompsonAuthor: Nick Fenn

Listerine - How advertising gave people an imperative to pick up a bottle of Listerine

INTRODUCTION

Whilst repositioning Listerine as a therapeutic oral care product changed the way people thought about the brand, it took a singleminded dramatisation of the real end benefit to make them actually buy it.

It was necessary to abandon a greatly loved brand icon. Despite a repositioning leading to pleasing brand tracking indicators and moderate sales increases we took advertising further: a different approach was more relevant and meaningful and, crucially, drove...

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