Campaign details

Brand: Listerine
Lead agency: J3 / UM
Region: 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 LISTERINE® through a message of superiority that captivates them in their daily routine.

Target Audience

Captivating them was not an easy task due to the advertising noise of our direct competitors, so we decided to go beyond a demographic (Men and Women 18-35 years with mid and high income level) and capitalize the spirit of our audience: THE FRESH GO GETTER, always on the move, full of curiosity and energy, looking for immediate results, craving for the best look to feel good as part of their lifestyle. Thus, the insight was born; "The Fresh Go Getter always want to be present in multiple activities at the same time and active at all times (24/7)" and their mobile device is their main companion.

Creative Strategy