Listerine: Listerine and Clifford - A breathtaking success - IPA Effectiveness Awards Case Study 1988

Brief Description: Second prize and winner of the 'Marketing Award for Innovation'. Despite being one of the market leaders growth was static with own label gaining strength. Strategy to concentrate TV campaign on Listerine rather than other Warner Lambert product Listermint. Granada and London used as tests in 1985. Result was an immediate increase in sales, with greater growth in test areas. Indirect effect of advertising for Listerine shown by value and volume of Listermint. Advertising not only encouraged growth in distribution especially in food outlets but also revitalized the market as a whole. ;---(TAGS)--- Full Title: Listerine & Clifford - a breathtaking success ; Number: 1988/04 ; Brand Name: Listerine ; Client: Pfizer ; IPA_ProductCoding: Cosmetics & Toiletries (Oral hygiene) ; Agency: J Walter Thompson ; Author: Terry Bullen ;