Listerine is the leading mouthwash brand in Spain, with a high percentage of brand recognition within the population (85%).This product is distributed through 3 channels: Pharmacies, over the counter (OTC), and mass consumption. The main use is mass consumption, which generates 61% of the sales and in 2006 increased sales by 27%.Although Listerine is the indisputable leader in the market, the white brand grows exponentially, slowing the growth of the Listerine brand. Taking advantage of a campaign in mass media, we created a test action to generate product trials behind the television eye.

Make the international concept of the “Dynamite for Plaque” campaign, experimenting with the potency of the product in the same mailing.For this, we sent an envelope that had an appearance of being burnt and burst around the edges, giving the impression of having suffered an explosion from the inside.Besides that, the letter within also had a burn mark and a big hole in the middle due to the explosion. The post data warned: “It is possible that this product exploded due to the ‘dynamite against plaque’ it contains,” and it invited the reader to experiment with the benefits of Listerine by using a provided discount coupon.

Quantitative Results:The results exceeded the objective by 215%.Mailings sent/Retention:Filing Card 22,500/29%Filing Index 22,500/14%