Listerine is one of the world's best-selling consumer healthcare brands. Until comparatively recently it was the oldest and biggest brand in the OTC portfolio of drugs giant Pfizer. That business was sold during 2006 to Johnson & Johnson, who now control the brand worldwide. Listerine is by far the biggest-selling mouthwash, and the only one to carry an endorsement from the American Dental Association. It controls around a third of the US market, more than three times that of closest rival Crest Pro-Health and Crest Whitening mouthwash. Unlike most of its competitors, Listerine uses alcohol to activate its breath-freshening oils, causing a tingling sensation. Some users were found to dislike this effect, and as a range of less intense flavours are also available as well as several alcohol-free products. Listerine's sales have continued to build on the back of a series of clever spin-off products which have extended the brand into other parts of the oral care sector. Listerine's main rivals are P&G's Crest, Scope and Oral-B variants. Other rivals vary from market to market but include Colgate's Plax, Sanofi/Chattem's Act and GSK's Aquafresh, Biotene and Corsodyl. Listerine was originally introduced commercially in the US in the late 19th century by one of the predecessors to drug company Warner-Lambert. It was named in honour of Sir Joseph Lister, the English physician who had been among the first scientists to develop what was then a revolutionary theory that airborne germs spread infection.
Which agencies handle advertising for Listerine? Find out more from the Account Assignments database
Who are the competitors of Listerine? See Pharmaceutical & Healthcare Sector index for other companies
Subscribers only: Account assignments & selected contact information
Historical profile information for Listerine
Adbrands Account Assignments track account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.
All rights reserved © Mind Advertising Ltd 1998-2018