LISTERINE: DO LISTERINE, NOT GARGLE

Despite rival Gargrin's significant media spending in smear campaign attacking Listerine over the pigmentation issue, we knew that consumers valued the refreshing benefit over the pigmentation aspect. With the “Do Listerine, Not Gargle” campaign under the concept of Listerine's own freshness, we recaptured the leading position in the mouthwash market.