Pfizer (Listerine) - Launch of CoolMint & FreshBurst Listerine PocketPaks

Listerine PocketPaks (LPP) was a completely unknown product, unlike anything that was currently available in the market.

Launch of CoolMint & FreshBurst Listerine PocketPaks

Agency: REVO Advertiser: Pfizer (Listerine)  Awards: FMCG   (Silver)

Marketing Challenge

Competitive Environment

The competitive environment was saturated with numerous brands (and variants from each brand) in the 'mint'/breath freshener category (officially categorized by AC Nielsen as 'Sugar confectionery stick roll/packs'). The annual category value at November 2002 was $9.9m, with value growth occurring at only 8.3% pa. The dominant players were Smint, Tic Tacs, Mentos, Trebor 24-7 and Lifesavers.

The challenge was to break through this clutter and deliver...

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