PROJECT: Listerine Cool Mint Product Launch – Aisle Violator
Johnson & Johnson
Encourage consumers to try re-formulated “Cool Mint Listerine”, promoting the great flavor and the product’s germ killing capabilities. These “Blade” signs were shipped with mounting hardware to retailers nation wide.
Listerine as a whole still dominates the $1.5 billion United States mouthwash market, but it has lost some ground to retail brands and competitors like Crest from Procter & Gamble. Sales have declined since 2006, according to data from Euromonitor. In 2013, Listerine represented 44.4 percent of the total mouthwash market, down from 58.7 percent in 2006.