Developed by Maxus, the launch campaign utilises TV, outdoor, print and advertorial, built around a visual of an orange and the tagline 'Delicious for you. Deadly for germs'.
"The challenge is to build awareness that Listerine Fresh Citrus is strongest in the family," said Maxus senior manager Ninonk Soedjono. "For the main Listerine brand to be number one in the mouthwash market is difficult, because the taste is very strong compared to other brands."
The new product is targeted at an upscale 15 to 35 demographic, with a campaign mandate of making orange visible to this audience at key touchpoints, including shopping malls, cafés, and in lifestyle magazines.
Fashion spreads in local magazines have been built around themes such as 'A touch of orange' and 'How to wear orange'. In addition, a special booklet is being given away with Free Magazine, highlighting '10 fresh places for a holiday'. Sample packs are also included with Cosmopolitan.
"The challenge is to build awareness that Listerine Fresh Citrus is strongest in the family," said Maxus senior manager Ninonk Soedjono. "For the main Listerine brand to be number one in the mouthwash market is difficult, because the taste is very strong compared to other brands."
The new product is targeted at an upscale 15 to 35 demographic, with a campaign mandate of making orange visible to this audience at key touchpoints, including shopping malls, cafés, and in lifestyle magazines.
Fashion spreads in local magazines have been built around themes such as 'A touch of orange' and 'How to wear orange'. In addition, a special booklet is being given away with Free Magazine, highlighting '10 fresh places for a holiday'. Sample packs are also included with Cosmopolitan.
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