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Most popular names for Baby Boomers in 1946: James and Mary (Most popular names in 2007: Jacob and Emily)
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Market Research -- Case Studies
Brand Audit: Listerine Antiseptic
Listerine, one of America's oldest and most venerable brands, found itself adrift after many years as the dominant player in the mouthwash category. An analysis of the brand's consumer base found that older consumers (50+) were loyal to the brand, yet the company had directed no advertising toward that segment in 40 years.
Concerned that it might be ignoring its franchise, Listerine hired the Boomer Project to conduct a full Brand Communications Audit.
Our task was to collect, analyze and report on how the Listerine brand resonated with older consumers. We dug through hundreds of recent brand and category print advertisements, free-standing inserts with coupons, television commercials, press releases, packaging and in-store materials, and online activities and Web sites. Our analysis uncovered some unknown strengths of the brand messaging and some equally unknown weaknesses. Our recommendations included specific language to use in creative briefs, and a modification to Listerine's overall brand platform.
The audit was so well received that we were invited by parent company Pfizer Consumer Healthcare to present at one of six Innovation seminars conducted for the senior leadership team.
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