4Ping Brandalysis: Listerine

Listerine - The taste people hate, twice daily

What would come to your mind when you hear the name “Listerine”? Most of you may answer the famous mouthwash brand. But to your surprise, it was not invented as a Mouth washer but initially it was marketed as floor cleaner and as a solution that cures Gonorrhea. Listerine name was given after the name of Dr. John Lister, who performed the first ever antiseptic surgery.

In 1879 two doctors- Dr. Joseph Lawrence and Dr. Jordan Wheat Lambert formulated the solution and licensed it under trade mark of Lambert & Co.

Today marketers talk about creating a category to be a no. 1 brand. This lesson can be best described by Listerine. This brand was the not a great success until the smart marketers of Listerine created a condition called Halitosis (a medical term for bad breath). Before that bad breath was never taken seriously. The brand was positioned as killer of bacteria that causes bad breath in mouth. As a result, till date Listerine is the one of the highest sold brand in oral care segment. In 1914 it became so popular it got the credential to be one of the first prescription products to go as OTC and was immediately followed by other mouth-wash products.

Thus, Listerine became market leader in the category. To utilize this numero uno position, Warner-Lambert pharma company experimented brand extension of Listerine into tooth-paste, for treatment of dandruff and dry scalp, beauty treatment for skin, antiseptic for cuts, deodorant and after-shave lotion. Till 1976, it was also marketed as remedy for cold and sore throat.

In the 1980s, Listerine started losing its numero uno position to Scope and other private labels. Scope, the brand form the sable of Procter & Gamble, was positioned opposite to Listerine. Contrary to Listerine, it was positioned as a mouth wash brand that “tastes good”. Very shortly thereafter, Scope became largest selling mouthwash brand. Listerine was now considered as old fashioned brand. During 1990s several re-positioned attempts were made but it was not gaining required momentum.

Meanwhile Pfizer acquired the Warner-Lambert Pharma company in $90 billion. This deal made Pfizer the second largest pharma company overnight and with few other brands, Listerine was now in Pfizer’s hand. Listerine was still losing its market share and there was no platform for brand extension. While going through market research data, brand managers of Listerine accidentally came across a research outcome that proved that Listerine was also reducing gingivitis better then brushing and flossing. Eureka! The new positioning platform for Listerine was made. But here they also wanted to make sure that this positioning does not make Listerine an occasional remedy rather then a preventive daily oral care brand. The Brand Mascot, Action Hero was created to fight gingivitis by Ad Agency. The result was immediately visible in balance sheet. With high brand recall value of Action Hero, Listerine again gained No.1 position leaving Scope behind.

This gave Pfizer a sustainable platform to launch PocketPacks – strips that quickly dissolves in mouth and gives the same benefits of Listerine. Just within two months, Listerine became the no. 1 brand in a Pocket Pack category that was created by Listerine again. It seems history was repeated here. Just after six month it achieved brand awareness of 95% in US.

In the first year itself, Listerine PocketPacks outpaced its own sales prediction by 42%. Even though they stopped advertising, Listerine continued to grow at double digit rate. Because of success of Listerine PocketPacks, Listerine brand also gained market share because consumers who bought PocketPacks also turned back to Listerine mouthwash. Pfizer immediately launched other flavors like Orange mint and Listerine Whitening. This also resulted in spurt in entire Oral care category.

Listerine in India

Mouthwash category market size in India is at around Rs. 45 cr.( compare to Rs. 2800 cr. in US ) with more than 10 players fighting for the market share. Since Mouthwash product is more like a therapeutic rather than daily use and cosmetic product, it is sold as prescription and OTC brand both. More than 75% of sales comes from prescription market. Listerine dominates the OTC market with more than 90% market share. Betadine, Clohex and Hexidine are the major brands in prescription market. Demand in this category is mainly generated by medical practitioners as a medicine for gingivitis. In western countries, this product is regularly used as a part of morning activities and after meal. So for marketers in India, challenge lies into changing consumer behavior from therapeutic care to preventive care.

In India Listerine was marketed by Park - Davis pharma company- the company which Warner-Lambert acquired in 1976. In June 2006, Johnson & Johnson acquired Pfizer's Consumer Healthcare division and Listerine ( along with Caladryl, Benadryl and Benylin ) went into Johnson & Johnson's hands.

Interesting Facts:

• Robert Wood Johnson, the founder of Johnson & Johnson was inspired by work of Josheph Lister ( Listerine name was derived from name of John Lister ) and went on to found J&J. Exactly after 130 years in 2006, J&J bought Listerine form Pfizer.

• The picture shows Listerine bottle that was found in 1960s. It is believed that this bottle was made in early 1900s when Listerine was used as Antiseptic. (Courtesy: Sheila Brrett)


• To advertise Listerine, an advertising agency called Lambert & Feasley was found. Later it went on to become one of the top ranked Ad Agency.

4Ping Brandalysis: Strepsils

Strepsils: Clear Speak

Strepsils is being sold in over 110 countries and in the most of them, strepsils has maintained market leader position in sore throat lozenge market. Strepsils was originally researched and developed in Britain by Boots Company in 1958. Over the years, company has introduced new variants of the product without changing its original formula. The strepsils formula contains

amylmetacresol and 2,4-dichlorobenzyl alcohol, the antiseptic ingredients which fight against bacteria that causes sore throat conditions.

Strepsils was introduced in Indian market in the year 1963. Earlier strepsils was available only on prescription. Boots Healthcare International had an objective that a customer should try strepsils lozenge before he/she consults a doctor for throat problem. To cater to Indian taste, company introduced orange and lemon flavour in 1971 followed by lemon ginger and menthol in 1977 and 1994 respectively.

In 1998, Boots Healthcare International and Nichola Piramal Ltd. joined hands together and created Boots Piramal Health Care Pvt. Ltd. to market BHI products like Clearasil, Lacto Calamine, Saridon, Sweetex and Strepsils in OTC segment. Biggest obstacle for BPHL was its negligible presence in market. Because of Strepsils’ dichlorobenzyl alcohol and amylmetacresol formulation, it can be sold only at chemist shop.

Although we can not compare strepsils with other low priced brand like Vicks and Halls, they give fierce competition to Strepsils. Vicks, Halls and Mint o Fresh are the players of 50 Paise confectionary lozenge category and are freely available while strepsils is positioned as medicated lozenge and available only at chemist shop. But strepsils has been holding ground against all these obstacles. In 2003, strepsils cough syrup was launched as part of line extension in Rs. 600 crore cough syrup market.

Over the years strepsils has emerged as market leader in Rs. 60 crore medicated lozenge market. Marketers of strepsils has continuously changed its packaging, communication and branding strategy to meet changing customer’s need but it has not affected the brand’s core value. Worldwide strepsils has been positioned as lozenge that soothes throat and gives clear voice. In India, they have used same platform to promote the brand. In 2005 strepsils tied up with popular singing talent hunt show Sa Re Ga Ma Pa to produce 12 Strepsils Pure Voice Albums. They also initiated in film placement of strepsils in bollywood flick Salaam Namaste wherein actress Preity Zinta attributes her clear voice to strepsils.

In October 2006, Boots Healthcare International was acquired by FMCG giant Reckitt Benckiser. As a part of this move strepsils (along with Clearasil and Sweetex) came in the fold of Reckitt Benckiser. In January 07, Reckitt Benckiser introduced all new campaign highlighting First Aid Formula wherein Mr. Throat acted as a brand mascot. Mr. Throat is described as a friendly character which builds a strong affinity with the consumers. The new campaign touches the sore throat problem at its core, its manifestations and the role of strepsils in providing effective and soothing relief.

Over the year, strepsils has emerged as a time-tested medicine and has cured throat of many people around the world than any other brand.

Print ad for Strepsils

Welcome to the 4Ping

So here my journey begins…..

Hello World,

I am Ravin Kapadia, a management student and marketer by heart. And as a marketer, how can I underestimate influence of upcoming Consumer Generated Media (CGM). So this blog will feature my views on different wings of marketing like Brand Management, Consumer Behaviour, Service Marketing, FMCG etc. in-short everything that involves marketing.

I guess that is enough for my debut. Although I can not promise frequency of updates, I will try to keep it live with different articles.