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Listerine
Listerine. Guarantee of cleanness with Elena Letuchaya

RAN IN: Russia

CLIENT
Johnson and Johnson LLC

AGENCY
J. Walter Thompson Russia *Lead Agency


TMADraft *Lead Agency


Mark Race


Wavemaker


SUMMARY

How to change the behavior in the category and form a habit of using a mouthwash twice a day after brushing? Listerine decided not just to talk about its product advantages, but to offer such a role model, which will set new rules. The choice of Elena Letuchaya for the role of Listerine brand ambassador is 100% hitting the target. After all, if the result of Listerine job is guaranteed by the leading expert in the field of cleanness the chief "revisorro" of the country Elena Letuchaya, then there can be no doubt about the need to use it. As a result of the campaign, Listerine reached a historic record in terms of market share, double-digit sales growth and was able to drive the penetration of the whole category from 27% to 30%!

CASE VIDEO


Audience: We had 2 main target audiences: 1) Men and women 25-45 years old, urban residents with an average+ income, with an active lifestyle, taking care of their health. They visit a dentist at least once a year, but do not use a mouthwash, believing that brushing teeth is enough. 2) Those who already buy mouthwashes, but forget to use them regularly, twice a day.

Objectives: Marketing objectives: 1) Attract new users to the mouthwashes category (growth of penetration based on GFK data). 2) Listerine Brand Power growth in the oral care category (based on BHT study, Millward brown). 3) Growth of Listerine trial purchase (based on BHT study, Millward brown). 4) Growth of Listerine regular usage (based on BHT study, Millward brown). Business objectives: 1) Listerine Sales growth +15% vs. last year. 2) Listerine value market share growth +3pp vs. previous year.

Type: B2C

Language: English, Russian