OBJECTIVES: Increase mouthwash usage with both users and non-users.
STRATEGY: Develop two campaigns targeting both types of consumers.
RESULTS: Overall sales increased by 20% and volume share increased nearly 7%.
CHANGING people’s daily routine is difficult, but with a campaign created by J Walter Thompson, Listerine manufacturer Pfizer succeeded in doing just that and boosting Listerine sales by 20%.
In addition, the campaign won a Gold Award in the Cosmetics & Toiletries category of the Advertising/Marketing Effectiveness International Awards in New York, beating seven other global finalists.
The campaign included the “Lights Out” TVC for the core Listerine brand and the “Teeth” TVC for Listerine Tartar Control, which ran on Australian free-to-air TV from May 2001 to August 2002.
The results surpassed Listerine’s business objective, achieving a volume share increase of almost 7%.
The campaign was developed after research by Pfizer found that, unlike the US market where people grow up using mouthwash as part of their daily dental hygiene, Australians believe that brushing and flossing are adequate for good oral care (and that mouthwash is unnecessary). This research indicated sales in the mouthwash category were under-developed.
Pfizer developed a strategy with JWT to overcome this and created two television commercials targeting both existing users and people currently not using mouthwash.
The “Lights Out” TVC targeted existing mouthwash users, stating in the ad that “even a trace of blood when brushing can be a sign of gingivitis, a gum disease that affects two out of three Australians”.
This TVC increased the number of regular Listerine users by 20% and increased their usage of Listerine by 10%.
Non-Listerine users, who tend to be younger and more appearance-conscious, were targeted with the “Teeth” television execution.
The TVC adopted a humorous approach and demonstrated how the Listerine Tartar Control mouthwash product could help control the build-up of tartar and improve the appearance of teeth.
This execution had a significant impact on its audience, with 50% of all Listerine Tartar Control users being new mouthwash users.
In tandem with the campaign, smaller bottles were produced in order to allow consumers to trial the product easily.
Listerine marketing manager Philip Wohlsen said the advertising succeeded in surpassing every target set by the marketing team.
“The cumulative effect of running two campaigns with differing objectives certainly paid dividends,” Wohlsen said.
Credits: Agency J Walter Thompson,group account director Belinda Anderson, strategy planner Nick Kotsomitis, executive creative director Simon Collins.
