Listerine DM THE SENSITIVE TOOTH by J. Walter Thompson Toronto

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Industry Oral Hygiene
Media Direct marketing
Market Canada
Agency J. Walter Thompson Toronto
Art Director Jason Souce
Copywriter Gord Yungblut
Producer Ben Sharpe
Released February 2010

Credits & Description

Category: Ambient Media (Large Scale)
Agency: JWT
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: JWT , Toronto, CANADA
Entry URL:
Executive Vice President, Executive Creative Director: Martin Shewchuk (JWT Canada)
Executive Vice President, Executive Creative Director: Paul Wales (JWT CANADA)
Art Director: Jason Souce (JWT Canada)
Copywriter: Gord Yungblut (JWT Canada)
Producer: Ben Sharpe (JWT Canada)
Print Producer: Stacey Towey (JWT Canada)
Media placement: Ambient Tooth - Outdoor - 01 March 2010
Media placement: The Sensitive Tooth Website - Internet - 01 March 2010

Describe the brief/objective of the direct campaign.
Tooth sensitivity affects about 57% of Canadian adults. And until now, toothpaste has been their only option. But toothpaste addresses only some of the problem. New Listerine® Total Care® for Sensitive TeethTM provides multiple benefits beyond what toothpaste can offer. We needed to get the news out that more could be done for sensitive teeth. The campaign objective was to make an impact with the launch of the product by raising awareness that sensitive teeth were being ignored, and now more could be done.

Explain why the creative execution was relevant to the product or service.
The campaign turned a potential problem into a solution: Television and radio advertising were not an option due to Canadian regulations. Instead we brought the idea to life in a fun and interesting way. After all, it’s not every day you see a giant, talking, sensitive tooth. This solution connected with the Listerine brand, which has been successful in helping people understand oral care issues. The sensitive tooth campaign made Listerine a simple solution to the problem of tooth sensitivity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How many times have you walked by a giant, talking, sensitive tooth that just wants you to visit its website? Exactly. The strength of the campaign is based on the representation of sensitive teeth as an emotionally sensitive character. Existing Canadian advertising for sensitive toothpaste was coldly clinical and information-heavy. The Listerine Sensitive Tooth campaign is a fresh, entertaining way of communicating a new solution for those who have sensitive teeth. The campaign works with the Canadian Listerine brand character which is considered friendly, light-hearted and modern – and an effective product that delivers oral health benefits.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Factory shipments are good; above forecasted. Response from the trade has been extremely positive. Early results indicate Sensitive is incremental to the Total Care sub-brand (Sensitive launched March 2010).