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.
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Listerine
Management summary
'This paper seeks to explain the contribution played by
planning in putting the legend back into Listerine, and restoring
the brands 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. Secondly by
helping to create an enduring spokesperson for the brand, in fact
a new...