Campaign details
Brand: ListerineLead agency: J3 / UMRegion: LATAM
Strategy
Objective
LISTERINE as the market leader in the mouthwash category faced a new challenge, leading the segment of alcohol-free mouthwash with its new product: LISTERINE® Tartar Control Zero ™ Alcohol. After a 2017 in which sales decreased by -13% and a loss of -1.3 points in share, in a market where white brands were increasing share and a moment where Colombians were not finding value in buying recognized brands. As a result, there was the need to relaunch the product to capture the audience of...