CLIENT
Pfizer Inc.
Paul Sturman, SVP- US Mktg.- Canada and Caribbean
Jeremy Puttock, Group Mktg. Dir.
Brian Cairns, Sr. Products Mgr.
Jennifer Sigel, Associate Product Mgr.
Francine Wang, Assistant Product Mgr.
Sarah Statmore, Sr. Mgr.- Market Research
AGENCY
Howard Courtemanche, EVP- NA Business Dir. & CEO- Health at JWT
Catherine East, Sr. Partner- Management Dir.
Abby Allen, Account Supervisor
Linden Hibbert, Sr. Account Planner
Izzy Levine, Creative Dir.- Art Dir.
Nathan Goodson, Creative Dir.- Copywriter
Carat USA
SUMMARY
After its tremendously successful launch in 2001, competition to Listerine PocketPaks shifted consumer interest toward newer, sexier product offerings. In an effort to stem "post-fad" decline, this campaign set out to celebrate the productís unique form by marrying the product's attributes to a compelling emotional message. The challenge was to establish an exclusive purpose for PocketPaks by embracing moments in which no other breath freshener would be appropriate. The product has been successful, not only stabilizing the business but also increasing sales by 10%, and remains the only strip in the category.
