Listerine
Approach: Inspire people to coach themselves into better behavior.
Skills used: behavior change research, creative brief writing, qualitative research, client workshop
Situation
Listerine, an iconic and historical brand, has one of the highest HHP rates in the CPG category.
Business challenge
After other attempts to further dominate the gap between private label, niche mouth health brands, and Listerine, we needed a new way to appeal to Listerine non-users and light users alike without alienating their heavy user base.
Process
To encourage use occasions while increasing positive brand sentiment for the brand overall, we dove into the codes and cues of behavior change (that stick!) from multiple categories.
Insight
You can’t “should” or media buy people into habits, even healthier ones. However, you can cue tangible reminders so they can remind themselves.
Strategy
Inspire people to remind themselves what using Listerine feels like.