A good offence is often the best defence.

Agency J. Walter Thompson
Advertiser Johnson & Johnson
Author Luke Atkinson
Total Campaign Expenditure $2 - 5 million

EXECUTIVE SUMMARY

In January 2009, Listerine was under siege after being publicly accused of increasing the risk of oral cancer. The damage was massive; 26% lost sales; trust, preference and therapeutic equity were all significantly diminished.

This case study shows how by refusing to defend and instead boldly supporting an ambitious product launch secured the future of an iconic, $60M brand.

By launching Total Care with a powerful, confident advertising campaign, Listerine was able to deliver the most successful product launch in the brands history, recovering 51% of lost sales and returning consumers trust, preference and belief in the benefits of Listerine.

LISTERINE: A BRAND UNDER SIEGE