Listerine: How advertising gave people an imperative to pick up a bottle of Listerine - IPA Effectiveness Awards Case Study 2004

Brief Description: This is the story of how advertising turned some coloured water into a vital part of your morning routine. It describes how Listerine was first repositioned, in response to the brand's faltering performance, from breath freshener to dental defence; then how this positioning was in turn re-framed to generate an impressive uplift in sales. This case demonstrates a return of 153% from an initial outlay of £3.9m and proves that advertising doesn't just shift perceptions, it can shift bottles too ;---(TAGS)--- Full Title: Listerine - how advertising gave people an imperative to pick up a bottle of Listerine ; Number: 2004/12 ; Brand Name: Listerine ; Client: Pfizer Consumer Healthcare ; IPA_ProductCoding: Cosmetics & Toiletries (Oral hygiene) ; Agency: J Walter Thompson ; Author: Nick Fenn ;