Agency: J. Walter Thompson | Client: Warner Lambert |
Dynamite for Business
The Revival of Listerine
Mark Sareff
INTRODUCTION
From its beginnings as the first mouthwash brand with the entire category to itself, Listerine had slid to 29.9% by volume in 1993 and plunged a further six points to 23.6% by volume in the twelve months to mid-1995.
Competing brands were closing in for the kill.
The task of recovery was difficult. Listerine is an old brand. Mouthwash is an uninspiring category. And we had no news to...