Page 40 - Unlock Sensory Power
P. 40
LISTERINE
MOUTHWASH
For most consumers, Listerine’s However, it plays out with
name alone cues a harshly greater conviction because of
astringent, aggressively cool wider sensory execution.
rush that signifies clean. In combination with the
evocative product name - Arctic
In some ways, it’s surprising that Mint - the liquid generates
a product with such a distinctly associations with ice, oceans,
unpleasant sensation could coolness and refreshment,
succeed at all. The product supporting a ‘deeper clean.’
experience is quite simply a bit
of a shock! Blue also cues harsher, hygienic
associations. Ultimately, warning
Instead of trying to cover this consumers of its astringent
up, Listerine took advantage of nature, while simultaneously
this sensory sensation and promising a refreshing clean.
constructed a promise around it:
burning means power, and Even the pack shape cues power
power means clean. – a chunky barbell on its side.
This promise is reinforced Ultimately, the product
through pack and brand experience ties perfectly into
messaging. the promise, so that consumers
continue to reach for Listerine
The clear pack highlights the for the most powerful clean of
trademark blue liquid that all.
others have sought to imitate.
