LISTERINE
EXPLORING NEW PATHS FOR THE #1 LEADER IN MOUTHWASH
THE CHALLENGE
Conduct a research plan in order to recommend a direction that Listerine should explore to ensure its future. Present recommendations to the Consumer Solutions Lead at Johnson and Johnson and justification for the financial investment needed to fulfill the proposed direction.
THE SOLUTION
Listerine could increase its market share by creating products targeted toward adolescents with braces. By establishing routine use at a young age, Listerine can build brand loyalty with this consumer base.
THE TEAM
Greta DeLacy, Michelle Huang, Henrik Lezi, Sophie Lubin
THE ROLE
Strategist
RESEARCH
Between 1995 and 2015, the number of teenagers in orthodontic treatment in North America nearly doubled, so now more than 80% of children between the ages of 8 and 14 are under orthodontic care.
Through interviews, we spoke with current and former braces-wearers to understand their experiences with wearing braces. We discovered three major pain points: mouth/canker sores, mouth pain, and food particles getting stuck in braces.
LEVEL OF INTEREST
Out of the adolescents and parents we interviewed, 60% said they would be interested in mouthwash specifically designed for people with braces.
THE LINEUP
Among Listerine’s extensive product line, most focus on killing germs, reducing plaque, and preventing gingivitis. Yet we didn’t see a product specifically tailored to braces-wearers.
Their competitors are playing in this space, but Listerine is not.
THE ROLE OF ORTHODONTISTS
We found that the orthodontist is a good point of contact for introducing families to mouthwash. Orthodontists report that they are involved in establishing their patients’ oral care routine “from day one.” Parents report that they established their child’s routine based on the orthodontists’ recommendations
OUR FINDINGS:
RECOMMENDATIONS
Listerine could increase its market share by creating products targeted toward adolescents with braces. By establishing routine use at a young age, Listerine can build brand loyalty with this consumer. Based on our research and high-interest level of our interviewees, we recommended that Listerine invest in research and development for products specifically designed to address the needs of braces-wearers.
