Listerine and Clifford - A Breathtaking Success

Terry Bullen

Re-launch TV campaign for Listerine, 1985-88. Market history described.
Agency: J Walter ThompsonAuthor: Terry Bullen

Listerine and Clifford - A Breathtaking Success

INTRODUCTION

As a result of the introduction of Clifford the Dragon in the role of Listerine spokesman on TV in 1985, retail sales values have doubled. Moreover, Warner Lambert's profits from a previously static market have risen by 173% in three years as sales of the sister brand, Listermint, have also been stimulated by a similar margin. The bulk of this sales increase can be directly attributed to the advertising, and this paper will indicate how the effects of that advertising were immediate, sustained...

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