CLIENT
Pfizer Inc.
Humberto Ochoa, Product Manager
Eugene Bacon, Market Research- Associate Manager
Paul Sturman, VP- Marketing
Jeremy Puttock, Group Mktg. Dir.
Bryan Holmes, Mktg. Dir.
Eric Portland, Product Manager
AGENCY
Ed Evangelista, EVP- Executive Creative Dir.
Chris D. Rosario, EVP- Executive Creative Dir.
Ellen Hyde, EVP- Worlwide Dir. in Charge
Christina Villante, Sr. Partner- Dir. in Charge
Catherine East, Sr. Partner- Management Dir.
Amy Liebesman, Partner- Sr. Planner
SUMMARY
The launch of Natural Citrus Listerine set out to embrace consumers who value the efficacy associated with Listerine, but found the taste sensation barrier too large to overcome. The 'Be Not Afraid" campaign successfully reached out to those consumers touting a new-less intense citrus flavor that has all the efficacy of the other Listerine flavors. Because the Brand's core equity and reason to believe rested on the fact that the harsh taste is a cue to the efficacy of Listerine, the challenge was to delicately balance a less-intense taste message without detracting from our stance on efficacy. Natural Citrus Listerine was successful in the undertaking and has since welcomed over 10MM new users to the Listerine franchise. In doing so, Listerine has grown the category 2.1% and Listerine sales by 12.9%. The brand also increased its share an impressive 5.3 points in only 10 months following the launch.
