Warner-Lambert Company: Works Like Listerine, Tastes Like Cool Mint campaign

In the early 1990s Listerine was suffering from a serious decline in sales. Even though it had literally created the product category and had reigned as the most recognized and successful brand for nearly a century, the antiseptic mouthwash was finally seeing its sales drop significantly in response to a poor overall economy and competition from newer, cheaper rivals.

Warner-Lambert Company: Works Like Listerine, Tastes Like Cool Mint campaign

Alan Joyce

Overview

In the early 1990s Listerine was suffering from a serious decline in sales. Even though it had literally created the product category and had reigned as the...