Listerine - How advertising gave people an imperative to pick up a bottle of Listerine

This case study tells the story of how Listerine was first repositioned, in response to a faltering performance, from a breath freshener to an oral hygiene and dental defence brand.
Agency: J Walter ThompsonAuthor: Nick Fenn

Listerine - How advertising gave people an imperative to pick up a bottle of Listerine

INTRODUCTION

Whilst repositioning Listerine as a therapeutic oral care product changed the way people thoughtabout the brand, it...