Listerine: The myth of Tooth Fairy (or how we successfully slayed the dragon)

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 Clifford the Dragon in the 1980s - firstly, by identifying an opportunity to reposition Listerine from a brand that simply freshened breath to one that helped prevent tooth and gum disease, in order to make it a more essential part of peoples oral hygiene routine; and secondly by helping to create an enduring spokesperson for the brand, the Tooth Fairy, capable of delivering the tough, new consumer message of Germ Kill.
Agency:Author: Not credited

Listerine

Management summary

'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 Clifford the Dragon in the 1980’s..

Firstly by identifying an.. opportunity to reposition Listerine from a brand that simply freshened breath to one that helped prevent tooth and gum disease, in order to make it a more essential part of peoples oral hygiene routine. Secondly by helping to create an enduring spokesperson for the brand, in fact a new...

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