The Listerine Oncle Georges campaign

B Turner, S Kumar, R Thibaudeau, F Larocque, P Dickinson and T Pigott

1992-3 campaign in Quebec for Listerine Original mouthwash, incorporating the launch of new variant Coolmint: objective was to break through considerable resistance to Listerine (shown by research) and re-establish brand as a leading mouthwash.
Agency: J Walter ThompsonAuthors: B Turner, S Kumar, R Thibaudeau, F Larocque, P Dickinson and T Pigott

The Listerine Oncle Georges Campaign

EXECUTIVE SUMMARY

By 1992, after more than a dozen years without advertising support in the province of Quebec, Listerine had dwindled from its position as market leader, and possessed a market share of less than ten per cent. Consumers had written the brand off as dated and bad tasting. In the face of this kind of resistance, the challenge was to relaunch the original brand plus a new, better tasting line extension: Coolmint. Compounding...

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