listerine - up close & personal pitch

Cole Menassa-Rafla

Michael Spears

Christine Wallace

LISTERINE

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.

SWOT AnalysisStrengths

53% Market Share

Only mouthwash recommended by the Canadian Dental Association.

Positive consumer image

Weakness

Expensive

Case of dying teeth

Previous campaign

Opportunity

Market Expansion

Starting to expand target range

Other media usage

Threats

Competitors have same target market

No Name brands

Cancer Scare

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/

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

Opportunities

Room for market expansion

Starting to expand target range with introduction of new products.

Use different media from competitors (who have limited voice)

Threats

Media cancer scare

Competitors targeting approx. the same demo/psychographics

No name brands enticing consumers due to cost efficiency in the recession

Competitive Assessment

CompetitorsScope Colgate Crest 2-in-1

Strengths- Has been around since 1967- Quality production of the product

Weaknesses-Small range of flavours- Undifferentiated products

Strengths“An alcohol free solution for gum problems".Trusted/renowned brand nameEasy to navigate websiteOffers many mouth care accessories.WeaknessesMore famous for its toothpasteMouthwash not top-of-mindFew varieties (i.e. no children-specific mouthwash)Website not completely functioning + no mention of their mouthwashes

StrengthsCost effectiveLess hassleWeaknessSmaller bottleSmall variety

Threats-Not patentable-Crowded market placeOpportunities

- Room to differentiate itself from

competitors

OpportunitiesCurrently narrow product line and trusted name combine to allow room for expansion

ThreatsSmaller share in the mouthwash category

OpportunitiesLarger bottleMore varietyThreatsMouthwash productsOnly seen as toothpaste

Competition Target Age

0%

5%

10%

15%

20%

25%

30%

Cepacol Equate Exact Life

9%

18%

21%

15%

26%27%

28%

25%

30%

20%

17%

24%

27%

13%12%

14%

25-34

35-49

50-64

65+

Competitors House Hold Income

0%

5%

10%

15%

20%

25%

30%

35%

$75,000+ $50,000-$74,999 $35,000-$49,999 $25,000-$34,999 $20,000-$24,999 <$20,000

30%

19%20%

11%

7%

14%

31%

20%

18%

12%

5%

13%

30%

26%

16%

8%

10% 10%

31%

18%

15%

10%

4%

23%

Cepacol

Life

Exact

Equate

Target

Source: PMB 2007, two year readership database

Target Media Target

Adults age 25-49

Creative Target

Adults age 35-49

46%54%

Gender

Male

Female

Target

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

18-24 25-34 35-49 50-64 65+

Mouth Wash Users

Vert%

Target 35-65+

82

112

116

10885

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%

House Hold Income

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

$75,000+ $50,000-74,999 $35,000-49,999 $25,000-34,999 $20,000-24,999 <$20,000

Mouth Wash Users

$75,000+

$50,000-74,999

$35,000-49,999

$25,000-34,999

$20,000-24,999

<$20,000

HHI is $50,000+

98

100

102

101

101

102

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.

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

Geography

Index: 100

Index: 100

Index: 100

28%

29%

30%

31%

32%

33%

34%

35%

36%

37%

38%

<100M 100M-1MM 1MM+

Comm. Size

<100M

100M-1MM

1MM+

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.

Psychographic

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%)

Why Consumers Use Listerine

For Bad Breath

For Killing Germs

For Sore Throats

Cleaning Cuts

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Source: "Uses for Listerine." Personal interview. 01 Feb. 2009.

Seasonality

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.

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.

Objective

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

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.

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.

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.

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.

Media Quintiles

TelevisionIndexes

HeavyMedium-

HeavyMedium

Medium-Light

Light

57 91 114 119 118

NewspaperIndexes

HeavyMedium-

HeavyMedium

Medium-Light

Light

125 115 93 93 83

RadioMIndexes

HeavyMedium-

HeavyMedium

Medium-Light

Light

101 113 118 111 59

MagazineIndexes

Heavy Medium-Heavy Medium Medium-Light Light

120 113 104 89 74

Internet Indexes

Heavy Medium-Heavy Medium Medium-Light Light

100 116 113 126 88

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.

Share of Voice

$2,430,480

$323,352

$2,227,242

Share of Voice

Total Media

Daily Newspaper

Total TV

Media Objectives

Who: Adults 35-49

What: Listerine

When: May - July

Where: Toronto

How: Through high frequency; specific reach

IMC Strategies

• Advertising

• Interactive

• Buzz

• Contest

• Event Sponsorship

Advertising Out of Home:

Billboards

Vertical Posters

Bus Stops

Bathroom Signs

Direct Mail

OOH: Strengths

The target is constantly out of their home and on thego, which means there is a good chance of them seeingout of home ads

Out of home advertisements are on display twenty fourhours a day, and because many of the activities ourtarget participates in such as dining out and attendedcomedy clubs take place at later at night, the ads stillhave a good chance of being seen

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

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.

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

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

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

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

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.

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

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

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

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

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

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

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

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%

THE BIG IDEA

Tagline

Event Sponsorship

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

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

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

Online Gross Impressions

Contest Advertorial (Ontario)

Contest Creation and Promotion

youtube.com: small rectangle - promoted video3,000,000

msn.ca: skyscraper 2,000,000

facebook.com: small box 2,000,000

TOTAL Online: $394,731.06

$134,210.53

$134,210.53

$85,000.00

$24,310.00

Cost (Net)

$17,000.00

6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31

Apr May Jun Jul Aug

2,000,000 Gross Impressions/Monthly

2,000,000 Gross Impressions/Monthly

3,000,000 Gross Impressions/Monthly

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

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”

Gallop+ Gallop Floor Media (GTA CMA) 400 (Decals) $67,830.00

100% :30 sec

120 Locations (80 Grocery stores and 40 Dentists)

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

Direct Mail Packet containing

Factsheet

Sample

Rebate

Sent out three times

Beginning of each month of the campaign

Direct Mail Number of Packages

Prospect Media Inc. (GTA) 565,082

Total Direct Mail: $217,006.49

$217,006.49

Cost (Net)

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

Tone & Whatnot

OOH

OOH

Buzz

Buzz

Direct Mail

Direct Mail

Online

Costings: Out of Home

Source: CARD Online

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

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

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

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

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

OOH: Pattison - Backlit Posters - Toronto CMA

OOH: CBS - Transit Subway Station Posters- Toronto CMA

OOH: CBS - Vertical Posters- Toronto CMA

OOH: Gallop+Gallop - Floor Media - Toronto CMA

OOH: CBS - Standard Transit Interior Posters- Toronto CMA

Costings: Direct Mail

Source: Canada Post: http://canadapost.ca/offerings/unaddressed_admail/pdf/ua_09-e.pdf

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

Costings: 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

Online

Costings: Total

EVENT: $350,000.00

$1,984.00

$217,006.49

$394,731.05

$883,962.00

$1,847,683.54

$26,165.28

$126,151.18REMAINING BUDGET:

CONTEST EXPENSES:

TOT. DIRECT MAIL

TOT. ONLINE:

TOT. OOH:

TOT. SPENT:

AGENCY COST:

Budget Division

19%

0%

12%

21%

48%

Event

Contest

Direct Mail

Online

OOH

Remaining Budget

$1,847,683.54

$126,151.18

Spent

Remaining