Campaign details

Brand: Listerine
Lead Agency: UM
Region: LATAM

Strategy

Objective

In the first quarter of 2017 Listerine lost 44% of market penetration in Colombia, this situation was the response to 3 main reasons:

  • Colombians experienced the highest tax hikes in over 10 years
  • Only 25% of the population use mouth wash.
  • and We only had a budget of USD 13.000 for this campaign

That meant that people weren't buying Listerine. So we needed to highlight both the hygienic and emotional benefits of using Listerine but that was not enough so we created a digital strategy aimed at delivering Listerine's message to the RIGHT person at the RIGHT place in the RIGHT moment using the RIGHT message.

The 3 main objectives for this digital strategy where: Reconquer, Grow and Educate the users of the mouthwash category. We focused these objectives in contacting and conquering ex-Listerine users, maintaining and gaining the loyalty of current Listerine users and also educate the users of the category on the benefits of Listerine.

Target Audience