Subject Index
 

This Company Profile provides key details and analysis of Warner Lambert, including its latest activities, market position, financial performance, Brands, structure and history, together with onward l ...

With a budget estimated at $20 million and a campaign overseen by J. Walter Thompson USA of New York, the Warner-Lambert Company in mid-1998 launched a series of television spots for its Rolaids brand ...

In 1990 the Warner-Lambert Company began an advertising campaign that starred eye-catching alligators to illustrate the beneficial properties of its product, Lubriderm Hand and Body Lotion. The campai ...

In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men wi ...

Campaign in 1998-1999 by J Walter Thompson for Listerine mouthwash. Objective: make brand an essential part of oral care routine: Listerine, used twice a day, kills more harmful bacteria than toothpa ...

Objectives: To recapture its top sales position in the face of surging competition from other mouthwashes, as well as toothpaste and chewing gum; to take a current weakness-unpleasant taste-and turn i ...

Due to mounting costs in London, Benlyn was keen to see if radio could extend the impact of TV by maintaining awareness at a lower cost. The results suggest that radio successfully performed its tas ...

This paper seeks to explain the contribution played by planning in putting the legend back into Listerine, and restoring the brand's stature to that achieved during the heyday of its success with Clif ...

How Fruit-tella became the most popular brand of sweet for children in 1993. Brand is owned by Van Melle (Holland), marketed in UK by Warner Lambert. Based on usage and attitude research, decision was ...

Launch of a new brand of cold symptom relief which would also be pleasant to take (have confectionery, indulgence values). TV used, to create interest in a low-interest category, November-December 199 ...

Launch of a new mint-flavoured indigestion relief tablet, 1990-94, in very competitive market. TV advertising the main weapon for developing the market. Evaluation: consistent share growth; research s ...

Certs Minis was a new extension to the Certs line of portable breath fresheners, launched 1992. Highly competitive marketing environment described. Need to convince a cynical younger audience that thi ...

Launch of Clorets breath freshener: test market 1988, South East 1989, national 1990. Unique feature justified price premium. Humorous advertising (TV) developed dialogue with consumers. Advertising b ...

Re-launch TV campaign for Listerine, 1985-88. Market history described. Although the two Warner Lambert brands, Listerine and Listermint, were leading the market, growth had become static, and own-lab ...

TV campaign for the cough treatment Benylin 1985-6. Like all other branded cough medicines, Benylin was no longer available for prescription on the National Health Service from April 1985; this led to ...

How a change of advertising strategy reversed a long-term pattern of sales decline for TCP liquid antiseptic. Marketing background described, and various hypotheses for the decline, tested by a) quali ...

1982-3 launch of a hair care product. Rolled out TV campaign from initial 5 areas, supported in national women's magazines. Market background described: the introduction of soft perms indicated a mark ...

The paper outlines the background to the dramatic growth in the mouthwash market in the UK in the 1970s. It argues that the modification of consumer attitudes and behaviour that this has entailed is l ...

National launch of day-Nurse, a non-prescription daytime cold relief product, in 1979. Restricted to pharmacies. Background of growing demand described. The national launch followed a regional launch ...