Listerine is the flagship oral health brand of Johnson & Johnson, one of the global leaders in
consumer healthcare. The client’s objective was to develop a more clinical profile for the brand
amongst dental clinicians, and wanted to use the launch of the new Listerine Advanced Defence
Gum Treatment to underpin and reinforce this new positioning. With
field sales activity limited to key dental practices, the challenge was
how to build awareness of the new product within the dental
profession ahead of the consumer TV launch.
Precision developed and executed a cohesive campaign, encompassing packaging design,
print, direct mail and response. A cross channel follow up phase across telemarketing, email and
postal created multiple touch points, delivering detailed attitudinal profiles and further insight
for the J&J team. We fulfilled and despatched over 20,000 Listerine sample bottles to dental
practices and, with a focus on data management throughout, built a clinician database to drive
targeted and relevant future brand communications for the client.