It was 11 years ago this month, that I launched the Listerine PocketPaks brand here in Canada. It was one of the most exciting launches I’ve been a part of–with an amazing consumer response. Good memories.
We knew we had something different and wanted to take advantage of that difference. As we brainstormed, we talked about how movies get such quick awareness and desire. We wanted that–and used that as our model for the launch.
About 4 weeks before the launch, we got devastating news that the launch would be delayed three months. All the media and sampling programs had already been set, and distribution was committed. This could destroy our brand before it even launched. Instead, the delay helped because with all the media and sampling programs pre-launch, it actually created such a pent up demand for the brand, that once we launched, we hit a 55% share in the first month.
The key programs for Listerine PocketPaks.
- DRIVE TRIAL IN SOCIAL PLACES: With a product like this, you had to try it to believe it. We sampled all summer in events like film festivals, food events and carraces–and the theme of the sampling was Aliens from another planet, with attractive 20-somethings in tight blue silk, ready to fully engage in conversation about this product from out of no where. We gave out full pack sizes, and we know from tracking that people shared them with an average of 13 people. For every million samples we gave out, we were reaching 13 million people. They spread the word for us.
- DRIVE AWARENESS IN SOCIAL PLACES: With movies as our inspiration, our Advertising took a very movie feel–launching an 89 second movie ad in theatres that summer. One other convention we broke was we didn’t say the brand name until second 46, so that we could fully engage the consumer before they knew it was an ad. Lots of pizazz, but in reality the ad is all about the 5 step demo of using the product. The advertising results were very strong on breakthrough, brand link was huge, made the brand seem different and persuasion were very strong.
With all the activity through the summer, there was such pent up demand, that we hit a 55% share of the mint market in the first share period, and maintained a #1 share position throughout the first three years. We over-delivered our forecasts by over 50%. Stores could not keep this in stock. We won the Product of the Year award and the Advertising won a Cassie for Best Advertising. And on top of that we were the enviable “most stolen product in Wal-Mart”.
The ending of the story is not so pretty. Like most confectionary products, it had a spike early on, but we weren’t able to sustain. From a production point of view, they never figured out a way to get that damn strip in the pack for a reasonable cost. Compared to food or confectionary, the margins were very strong at 60%. But compared to the other healthcare margins of 75% or 85%, Pfizer could not justify the investment to keep the sales strong. Different brands tried to use it on other healthcare products as a delivery mechanism. But it never caught on. Listerine PocketPaks captured the imagination of consumers in the summer of 2000, with marketing execution all designed to make it a beloved brand.
You’ll still see it around some places, but we haven’t fulfilled that one consumer’s belief that he’ll never have gum or mints again.
Article from Strategy Magazine Go to: