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LISTERINE
For maximum oral cleanliness

RAN IN: Russia

CLIENT
Johnson & Johnson LLC

AGENCY
The Neighborhood *Lead Agency


Mark Race *Lead Agency


Wavemaker


SUMMARY

How to change consumer behavior and form a habit of using mouthwash daily after brushing? It is necessary to actualize the problem by its dramatization. We showed consumers, how many germs remain in the mouth after brushing and offered a solution - Listerine, which kills 99% of germs, providing fresh breath, strong teeth and healthy gums. This communication strategy ensured sustained success of the Listerine. As a result of 3 years of the camapign, Listerine took strong #2 position on the market and increased categoty penetration from 25% to 30%.

CASE VIDEO


Audience: Unlike the main competitor, we focused on a wider audience: men and women 25-45 years old live in big cities with average and above average income with an active lifestyle, caring for their health visit a dentist at least once a year. mouthwash non-users. They believe that brushing teeth is enough. Also, an important target audience were healthcare professionals - dentists, having a significant impact on the choice of oral care products.

Objectives: Grow market share not less than +2 pp. per year. Measurement tool: Nielsen retail audit data. Growth of category penetration to 35% by 2018, + 10 pp. vs. 2015. Measurement tool: GFK consumer panel. Build the image of Listerine as a mouthwashr for daily oral hygiene. Measurement tool: Brand Power study, Millward Brown. Become #1 in the recommendation of dentists. Measurement tool: GFK HCP Tracker.

Type: B2C

Language: English, Russian