Agency: JWT |
Listerine – The action hero battles on
Winner: Sustained Success - Gold
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): 1999–2006
Start of Advertising/Communication Effort: 1999
Base Period for Comparison: Historical data
Listerine had been the brand that “kills the germs that cause bad breath” for over 126 years, but it was not doing especially well. As the oral health care landscape began to evolve in the late 1990s, there was an opportunity to re-position Listerine into a much more important role than breath freshening. It would not, however, be easy.
There were entrenched images and habits to overcome, and...