Listerine Decisive Moment Triggers

As the No. 1 recognized brand of mouthwash worldwide and the market leader in Thailand, LISTERINE® faced the challenge of maintaining its leadership position while driving growth in the highly competitive oral care market.

Mouthwash is perceived as a less-essential product, and LISTERINE® products are priced higher than competitors.To maintain its position, LISTERINE® focused on comprehensive advertising and communication strategies, leveraging data science to analyze consumer shopping behavior and tailor its messaging.The ‘Decisive Moment Triggers’ omnichannel campaign blended in-store and digital media, targeting both existing customers and “new-to-category” consumers.

Personalized messages were delivered across social media and digital ads, addressing specific customer needs, such as oral health, fresh breath, and beauty care.
In-store media, including innovative “Extra Shelf Displays” in fresh food and dry groceries zones, aimed to attract and influence “new-to-category” prospects.

The campaign successfully increased market share and attracted new customers, with 44% of sales coming from new users.The omnichannel approach and data-driven personalization led to significant uplifts in conversion rate (x4.42), spending per shopper (x1.19), and return on ad spend (x2.34).By integrating omnichannel strategies and first-party data, the campaign not only created value for LISTERINE® but also elevated the overall mouthwash market by reaching
new customer segments.