Case History Database

In January 2009, Listerine was under siege after being publicly accused of increasing the risk of oral cancer. The damage was massive; 26% lost sales; trust, preference and therapeutic equity were all significantly diminished. This case study shows how by refusing to defend and instead boldly supporting an ambitious product launch secured the future of an iconic, $60M brand. By launching Total Care with a powerful, confident advertising campaign, Listerine was able to deliver the most successful product launch in the brands history, recovering 51% of lost sales and returning consumers trust, preference and belief in the benefits of Listerine.

	Franchise Director		Andy Hrstic		Johnson & Johnson
	Marketing Manager		Amanda Robertson		Johnson & Johnson
	Marketing Manager		Stephanie Wong		Johnson & Johnson
	Senior Brand Manager		Kapil Jaswal		Johnson & Johnson
	Brand Manager		Elise Figuero		Johnson & Johnson
	Planning Director		Andrew McCowan		JWT
	Author/ Senior Planner		Luke Atkinson		J WT
	Group Account Director		Peter Bosilkovski		JWT
	Account Director		Fredrik Lekberg		JWT
	Account Manager		Alissa Briet		JWT
	Creative Group Head		Laurie Geddes		JWT
	Senior Art Director		Blair Kimber		JWT
	Head of Broadcast		Gerri Hamill		JWT
	Author		Thomas McGillick		JWT