The Campaign

Throughout 2015, other than the main media touch points, Listerine has been coming up with different ideas and concepts to break through the media clutter. We brought Listerine to the PMEBs through Jean Danker as she visited 2 offices and conducted games, covered by roving reports over a period of 3 weeks. Usage of mobile is on the rise. Hence, in November, we hit our target audience who are within a radius of 1KM from point of sales of the Listerine promotion with interstitials on their mobiles, driving footfall to stores and prompt sales.

Creative Execution

Across 2015, other than the radio and mobile executions, Listerine dominated the OOH landscape through impactful strategic buys of 6 sheet panels, providing top of mind recall through interjection of our target audience daily travel routes. Leveraging on video assets, Starhub cable TV buys, YouTube and programmatic videos were ever-present during our campaign periods while press insertions on TODAY reached the masses. Our media buys supported specific promotions in our quarterly nationwide consumer activations, driving sales figures and provide brand recall and affiliation.

With the brand’s strategic focus on recruitment of new mouthwash users through oral care education and activation of consumer promotions to drive trial and frequency; consumer demand for Listerine® was phenomenal. Listerine® not only succeeded in continuing a positive sales growth momentum from the March 2015 performance of +42%, a double-digit sales growth of 69% was achieved for full year 2015 versus previous year. This is the highest sales growth rate amongst the Asia Pacific countries.

The words ‘mouthwash’ and ‘Listerine’ are commonly mentioned in the same sentence. How do we then encourage consumers to head to stores and make the purchase? How do we maintain Listerine as the first brand that comes to mind when the consumer looks for a mouthwash? How do we get our message across? That is where creative thinking and execution comes into play, placing our 2015 campaigns up for Media Spikes contention.

Insights, Strategy and the Idea

Against the backdrop of such aggressive competition, Listerine® focused its efforts on building its brand equity and driving consumer demand through: 1) Consistent brand messaging of “Brushing teeth only reaches 25% of your mouth. Listerine® cleans virtually 100%” (across TV, Radio, Press, OOH, Digital and In-store) 2) Quarterly nationwide consumer activations (in March, June, August and November 2015) Listerine’s primary target audience is PMEBs aged 25 to 40 with a secondary target of students 20 to 25.