Listerine

Objective

Listerine, the UK’s best selling daily use mouthwash, is facing increasing competition. The 6 Day Challenge campaign encouraged people to consider using a mouthwash like Listerine, as an easy habit to adopt, not a chore.

Tactics

All the activity centred on getting people to try Listerine for six days. A leaflet was distributed to consumers including a money-off coupon and a money-back guarantee. ‘Don’t Brush and Rush’ squads in shopping centres encouraged consumers to take the 6 Day Challenge, and a ‘plaque attack’ computer game showed how to improve oral care. The campaign was supported by advertorials and an online oral health questionnaire.

Results

The campaign surpassed all media targets, reaching a total audience of 1.8 million. There were 1,279 new visitors to the website in one month, and 20,000 leaflets and bottles were distributed. Listerine now has a market share of 42% on an MAT basis.