A good offence is often the best defence.
Agency J. Walter ThompsonAdvertiser Johnson & JohnsonAuthor Luke AtkinsonTotal Campaign Expenditure $2 - 5 million
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...