A bit media heavy beyond the standard animations so it needs to be run on a fairly fast/unbogged down computer.

1. LISTERINE
Cole Menassa-Rafla
Michael Spears
Christine Wallace

2. The Problem
 Consumers are unaware of the full variety of Listerine’s
mouthwash line and its ability to cater to many oral
care needs. It is also relatively unknown that Listerine
is the only brand of mouthwash recognized by the
Canadian Dental Association.

3. SWOT Analysis
Strengths
53% Market Share
Only mouthwash recommended by the Canadian Dental
Association.
Positive consumer image
Weakness Opportunity
Expensive Market Expansion
Case of dying teeth Starting to expand target range
Previous campaign Other media usage
Threats
Competitors have same target market
No Name brands
Cancer Scare

4. Strengths
 The only mouthwash recognized and recommended
by the Canadian Dental Association
 Currently has 53% market share.
 Positive consumer image
 Highest top of mind recollection mouthwash
Source: bnet, http://findarticles.com/p/articles/mi_m0UQX/is_5_69/ai_n13813553/

5. Weaknesses
 Previous campaign tarnished image, making Listerine
seem childish and unprofessional
 More expensive brand
 Known cases of dying consumer’s teeth
Source: http://www.mouthshut.com/review/Listerine_Mouth_Wash-44074-1.html

6. Opportunities
 Room for market expansion
 Starting to expand target range with introduction of
new products.
 Use different media from competitors (who have
limited voice)

7. Threats
 Media cancer scare
 Competitors targeting approx. the same
demo/psychographics
 No name brands enticing consumers due to cost
efficiency in the recession

8. Competitive Assessment

9. Competitors
Scope Colgate Crest 2-in-1
Strengths Strengths Strengths
- Has been around since 1967 “An alcohol free solution for gum Cost effective
- Quality production of the product problems". Less hassle
Weaknesses Trusted/renowned brand name Weakness
-Small range of flavours Easy to navigate website Smaller bottle
- Undifferentiated products Offers many mouth care accessories. Small variety
Weaknesses
More famous for its toothpaste
Mouthwash not top-of-mind
Few varieties (i.e. no children-specific
mouthwash)
Website not completely functioning +
no mention of their mouthwashes
Threats Opportunities Opportunities
-Not patentable Currently narrow product line and Larger bottle
-Crowded market place trusted name combine to allow room More variety
Opportunities for expansion Threats
- Room to differentiate itself from Mouthwash products
competitors Threats Only seen as toothpaste
Smaller share in the mouthwash
category

10. Competition Target Age
30%
28%
30% 27% 27%
26%
25%
24%
25%
21%
20%
18%
20% 17%
25-34
15%
14% 35-49
13%
15% 12% 50-64
65+
9%
10%
5%
0%
Cepacol Equate Exact Life

11. Competitors House Hold Income
35%
31% 31%
30% 30%
30%
26%
25% 23%
20% 20%
19% Cepacol
20% 18% 18%
16% Life
15%
14% Exact
15% 13%
12% Equate
11%
10% 10% 10%
10% 8%
7%
5%
4%
5%
0%
$75,000+ $50,000-$74,999 $35,000-$49,999 $25,000-$34,999 $20,000-$24,999 <$20,000

12. Target
Source: PMB 2007, two year readership database

13. Target
 Media Target
 Adults age 25-49
 Creative Target
 Adults age 35-49

14. Gender
46%
54%
Male
Female

15. Target
Mouth Wash Users
35.00% Target 35-65+
112
30.00%
116
25.00%
20.00%
108
15.00%
85 Vert%
10.00%
82
5.00%
0.00%
18-24 25-34 35-49 50-64 65+

16. Target
 The highest usage among consumers age 35-65+
 Index above average ( All above 100)
 Males and Females will be targeted.
 Female was slightly higher by 9%

17. House Hold Income
Mouth Wash Users
98
35.00% HHI is $50,000+
30.00%
25.00% 100 $75,000+
$50,000-74,999
20.00% 102 $35,000-49,999
102 $25,000-34,999
15.00%
101 $20,000-24,999
10.00% <$20,000
101
5.00%
0.00%
$75,000+ $50,000-74,999 $35,000-49,999 $25,000-34,999 $20,000-24,999 <$20,000

18. House Hold Income
 Competitors position themselves at $35,000+
 Listerine Positions themselves at $50,000+
 Listerine is considered one of the most prestigious
mouthwash brands.

19. Geography
BDI
Ontario Atlantic Quebec Man./Sask. B.C
9.53 51.15 15.7 56.87 27.61
CDI
Ontario Atlantic Quebec Man./Sask. B.C
1.9 9.92 3.1 22.71 21.68
BOI
Ontario Atlantic Quebec Man./Sask. B.C
19.94 19.39 19.75 39.93 20.28

20. Geography
Comm. Size
38%
Index: 100
37%
36%
35%
34%
<100M
33%
Index: 100 100M-1MM
32%
Index: 100
31% 1MM+
30%
29%
28%
<100M 100M-1MM 1MM+

21. Geography
 Urban Areas, instead of Suburban areas.
 More usage within the Urban Areas.
 Due to Canada's population, the main areas would
have been Ontario and Quebec.

22. Psychographic

23. Psychographic
 Enjoys going out to comedy shows (45.47%)
 Visited a restaurant in the past 30 day (85.85%)
 In-town travel, past 7 days: 150k+ (30.92%)

24. Why Consumers Use Listerine
Cleaning Cuts
For Sore Throats
For Killing Germs
For Bad Breath
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Source: "Uses for Listerine." Personal interview. 01 Feb. 2009.

28. Seasonality

29. What We Want Them to Know
 Listerine kills the bacteria that causes bad breath and
helps prevent plaque build-up and gum disease while
fighting off gingivitis.
 Listerine is available in a wide variety of products to
cater to individual oral needs.

30. Why Would They Believe
 Listerine is the only mouthwash recognized by the
Canadian Dental Association.
 Listerine is scientifically designed to help prevent oral
diseases and maintain a healthy body through a
healthy mouth.

31. Objective
 To generate more market share as well as convincing
consumers that there is more to oral hygiene then
brushing your teeth.

32. How Advertising Can Help
 By reminding consumers that Listerine has a variety of
mouthwash (from Total Care to Whitening) that can
service a wide variety of their specific oral hygiene
needs.

33. Positioning Statement
 Listerine is the only brand of mouthwash for adult
professionals that caters to their wide variety of oral
care needs and is recognized by the Canadian Dental
Association.

34. Communication Objective
 The intention of this campaign is to increase brand
equity of Listerine by making consumers aware that it
has an extensive line of mouthwashes and is uniquely
recognized by the CDA; encourage consumer
involvement and excitement within the period of May
to July.

35. USP
 Only brand of mouthwash recognized by the Canadian
Dental Association.
 Confidence
 When consumers are stuck in those tight spots their
breath is the lest of there worries.

36. Media Quintiles
Television Magazine
Indexes Indexes
Medium- Medium-
Heavy Medium Light Heavy Medium-Heavy Medium Medium-Light Light
Heavy Light
57 91 114 119 118 120 113 104 89 74
Internet
Newspaper Indexes
Indexes
Medium- Medium- Heavy Medium-Heavy Medium Medium-Light Light
Heavy Medium Light
Heavy Light
125 115 93 93 83 100 116 113 126 88
Radio
MIndexes
Medium- Medium-
Heavy Medium Light
Heavy Light
101 113 118 111 59

37. Share of Voice
 Listerine's main source of advertising is Television
 Second is Newspaper
 Competitors use mostly Television, and Magazines to
Advertising
 Therefore leaving opportunity with utilizing on the
other mediums not used.

38. Share of Voice
Share of Voice
$2,227,242
$2,430,480
Total Media
Daily Newspaper
Total TV
$323,352

39. Media Objectives
 Who: Adults 35-49
 What: Listerine
 When: May - July
 Where: Toronto
 How: Through high frequency; specific reach

40. IMC Strategies
• Advertising
• Interactive
• Buzz
• Contest
• Event Sponsorship

41. Advertising
 Out of Home:
 Billboards
 Vertical Posters
 Bus Stops
 Bathroom Signs
 Direct Mail

42. OOH: Strengths
 The target is constantly out of their home and on the
go, which means there is a good chance of them seeing
out of home ads
 Out of home advertisements are on display twenty four
hours a day, and because many of the activities our
target participates in such as dining out and attended
comedy clubs take place at later at night, the ads still
have a good chance of being seen

43. OOH: Strengths
 Out of home ads can be highly specified towards the
target, as they can be placed inside or near restaurants,
as well as on the commute to work, both of these being
important to the intended creative aspect of the
campaign
 According to share of voice, Listerine has not used
OOH advertising in Canada, which could serve as a
potential opportunity

44. OOH: Strengths
 The locations where the ads will be placed will make
them very difficult to miss, such as directly in front of a
urinal in a restaurant washroom, or a large billboard
next to the Gardiner
 Point of purchase will be become increased.

45. OOH: Strengths
 Because of the campaigns chosen advertising period of
spring and summer, winter elements that may damage
or impair outdoor advertisements will not be a factor
 The blue Listerine bottle is a largely recognized image,
and having the image displayed on large billboards will
help increase awareness and improve brand
recognition

46. Direct Mail: Strengths
 Direct mail is an efficient way to distribute samples to
consumers who will likely use them, as direct mail is a
highly targeted medium
 The sample provided will establish Listerine’s product
image with the consumer
 Direct mail will provide a high chance of trial
purchases with Listerine’s target

47. Online: Strengths
 Online will provide information about Listerine’s event
sponsorship and will be able to provide daily updates
 Listerine’s home website will be included in all forms
of online advertising, which could potentially attract
more traffic
 Online ads can be changed to synch with the rest of
the campaign ads at any time

48. OOH: Strengths
 Out of home ads can be highly specified towards the
target, as they can be placed inside or near restaurants,
as well as on the commute to work, both of these being
important to the intended creative aspect of the
campaign
 According to share of voice, Listerine has not used
OOH advertising in Canada, which could serve as a
potential opportunity

49. OOH: Strengths
 The locations where the ads will be placed will make
them very difficult to miss, such as directly in front of a
urinal in a restaurant washroom, or a large billboard
next to the Gardiner
 Point of purchase will be become increased.

50. OOH: Strengths
 Because of the campaigns chosen advertising period of
spring and summer, winter elements that may damage
or impair outdoor advertisements will not be a factor
 The blue Listerine bottle is a largely recognized image,
and having the image displayed on large billboards will
help increase awareness and improve brand
recognition

51. Direct Mail : Strengths
 Direct mail is an efficient way to distribute samples to
consumers who will likely use them, as direct mail is a
highly targeted medium
 The sample provided will establish Listerine’s product
image with the consumer
 Direct mail will provide a high chance of trial
purchases with Listerine’s target

52. Online: Strengths
 Online will provide information about Listerine’s event
sponsorship and will be able to provide daily updates
 Listerine’s home website will be included in all forms
of online advertising, which could potentially attract
more traffic
 Online ads can be changed to synch with the rest of
the campaign ads at any time

53. Media Not Selected: Newspaper
 All newspaper user quintiles ranked very low for
newspaper
 Heavy users having a vertical of 18.90%, medium-
heavy 21.51%, medium %20.40%, medium-light 12.29%
and light 26.91%
 Not practical to select this medium, as our target does
it not use it enough

54. Media Not Selected: Radio
 Radio was not selected simply because it cannot
provide any visuals whatsoever, which is an important
requirement for the creative aspect of this campaign
 Visuals must be used so that when consumers hear the
word Listerine, the bright blue uniquely shaped
product bottle will come to mind. Radio cannot
establish this with our target

55. Media Not Selected: TV
 Target is only a Light to Medium-Light user of
television at best with a low vertical in both categories
(28.37%, 25.97% respectively)
Source: PMB 2007 Two-Year Readership Database

56. Media Not Selected: TV
 In order to successfully convey the message for this
campaign, all that is needed is basic imagery and copy.
Although television can provide both of these, it is
generally the most expensive media and would not be
a cost effective medium, as no extravagant sounds or
imagery are required
 The shortest television spot available is thirty seconds,
which would again be inefficient as the out of home
ads will only need a few seconds to register with the
target

57. Media Not Selected: Magazines
 Readership for magazines within Listerine’s target is
low
 Heavy having a vertical of 25.62%, medium heavy
22.24%, medium 21.79%, medium-light 16.53%, and
light 13.78%

58. THE BIG IDEA

59. Tagline

60. Event Sponsorship

61. Contest
 Who: Emerging/up-and-coming comedians
 What: A chance to perform on the Just for Laughs
stage, the world’s biggest comedy festival
 How: Write the best material involving Listerine
 When: Held months in advance of the festival

62. Interactive
 Online
 Microsite off-shoot from main site
 Leads to information about contest (and relating event)
 Allows for posting of entries to the contest
 Which can be watched from the site
 Have interactive games pertaining to the Listerine brand
 Users can get the high score
 Will contain supplemental information on products

63. Interactive
 Online
 MSN
 Skyscraper ads to be placed on users mail pages
 YouTube
 Promoted videos throughout
 Contestant entries
 Facebook
 Ads throughout targeted to consumers that use key words

64. Online Gross Impressions Cost (Net)
$17,000.00
Contest Advertorial (Ontario)
$24,310.00
Contest Creation and Promotion
3,000,000 $134,210.53
youtube.com: small rectangle - promoted video
skyscraper $85,000.00
msn.ca: 2,000,000
$134,210.53
facebook.com: small box 2,000,000
TOTAL Online: $394,731.06
Apr May Jun Jul Aug
6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31
3,000,000 Gross Impressions/Monthly
2,000,000 Gross Impressions/Monthly
2,000,000 Gross Impressions/Monthly

65. Out Of Home GRPs Cost (Net)
Pattison Backlit Poster (Toronto CMA) 75 $142,500.00
CBS Transit Subway Station (Toronto CMA) 80 $188,400.00
CBS Vertical Posters (Toronto CMA) 25 $396,000.00
CBS Transit Interior Posters (Toronto CMA) 25 $89,232.00
TOTAL OOH: $883,962.00
Apr May Jun Jul Aug
6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31
75 Daily GRPs
80 Daily GRPs
25 Daily GRPs
25 Daily GRPs

66. Buzz
 Similar to the placement of the OOH Listerine will be
placing messages in grocery stores … near the odorous
food items.
 The messages will be reminders along the lines of
“Don’t forget to pick up Listerine”

67. Gallop+ Gallop Floor Media (GTA CMA) 400 (Decals) $67,830.00
Apr May Jun Jul Aug
6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31
120 Locations (80 Grocery stores and 40 Dentists)
100% :30 sec

68. Direct Mail
 Packet containing
 Factsheet
 Sample
 Rebate
 Sent out three times
 Beginning of each month of the campaign

69. Direct Mail Number of Packages Cost (Net)
Prospect Media Inc. (GTA) 565,082 $217,006.49
Total Direct Mail: $217,006.49
100% :30 sec
Apr May Jun Jul Aug
6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31
X X X

70. Tone & Whatnot

72. OOH

73. OOH

74. Buzz

75. Buzz

76. Direct Mail

77. Direct Mail

78. Online

79. Costings: Out of Home
OOH: Pattison - Backlit Posters - Toronto CMA
Location Daily GRPs Weeks Total Weeks Gross/Net Rate Card Cost/Week Total Campaign Cost
Toronto CMA 75 4 12 Net $47,500 $11,875.00 $142,500.00
OOH: CBS - Transit Subway Station Posters- Toronto CMA
Location Daily GRPs Weeks Total Weeks Gross/Net Rate Card Cost/Week Total Campaign Cost
Toronto CMA 80 4 12 Net $62,800 $15,700.00 $188,400.00
OOH: CBS - Vertical Posters- Toronto CMA
Location Daily GRPs Weeks Total Weeks Gross/Net Rate Card Cost/Week Total Campaign Cost
Toronto CMA 25 4 12 Net $132,000 $33,000.00 $396,000.00
OOH: Gallop+Gallop - Floor Media - Toronto CMA
Location Decals Weeks Total Weeks Gross/Net Rate Card Cost/Week Total Campaign Cost
GTA CMA 400 8 12 Net $45,220 $5,652.50 $67,830.00
OOH: CBS - Standard Transit Interior Posters- Toronto CMA
Location Daily GRPs Weeks Total Weeks Gross/Net Rate Card Cost/Week Total Campaign Cost
Toronto CMA 25 4 12 Net $29,744 $7,436.00 $89,232.00
Source: CARD Online

80. Costings: Direct Mail
Source: Canada Post: http://canadapost.ca/offerings/unaddressed_admail/pdf/ua_09-e.pdf

81. Costings: Direct Mail
OOH: Prospect Media Inc. - Direct Mail - GTA CMA
Packages Non-Contract Price Transport Cost Processing Fee Cost per Shipment # of Shipments Tot. Cost
565,082 $0.116 $0.012 $5.00 $72,335.50 3 $217,006.49
Source: Canada Post: http://canadapost.ca/offerings/unaddressed_admail/pdf/ua_09-e.pdf

82. Costings: Online
Online
Cost/Month # of Months Premium Tot. Cost
Contest Creation and Promotion $28,600.00 1 0 $28,600.00
Contest Advertorial $5,000.00 4 0 $20,000.00
Purchasing Method Cost Gross Impressions Location CPM/Cost Cost/Month Tot. Cost
You Tube (youtube.com)
Promoted Videos CPM $19.00 3,000,000 Throughout $57,000.00 $52,631.58 $157,894.74
Facebook (facebook.com)
small box CPM $19.00 2,000,000 Key-Word Target $38,000.00 $52,631.58 $157,894.74
MSN (msn.ca)
Skyscraper CPM $30.00 2,000,000 Mail Pages $60,000.00 $33,333.33 $100,000.00
NET GROSS
Total Online: $394,731.05 $464,389.47

83. Costings: Total
EVENT: $350,000.00
CONTEST EXPENSES: $1,984.00
TOT. DIRECT MAIL $217,006.49
TOT. ONLINE: $394,731.05
TOT. OOH: $883,962.00
TOT. SPENT: $1,847,683.54
AGENCY COST: $26,165.28
REMAINING BUDGET: $126,151.18

84. Budget Division
19%
0% Event
Contest
48%
12% Direct Mail
Online
OOH
21%

85. Remaining Budget
$1,847,683.54
Spent
Remaining
$126,151.18