Listerine; Listermint - The role of advertising for Listerine and Listermint in the development of the mouthwash market - IPA Effectiveness Award Case Study 1980

Brief Description: Paper looks at the dramatic growth in the UK mouthwash market in the 1970's. Paper argues that change in consumer behaviour can be explained by the effect of the Listerine and Listermint campaigns. Clear demonstration of the effect advertising can have on establishing a new market. ;---(TAGS)--- Full Title: The role of advertising for Listerine and Listermint in the development of the mouthwash market ; Number: 1980/12 ; Brand Name: Listerine ; Listermint ; Client: Warner Lambert ; IPA_ProductCoding: Cosmetics & Toiletries (Oral hygiene) ; Agency: J Walter Thompson ; Author: Terry Bullen ;