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