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

Alan Joyce

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 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. In 113 years the Warner-Lambert Co.'s premier product had hardly changed, but the company saw that it was time to tinker with the formula.

Warner-Lambert had been conducting...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands