Bring out the Bold Johnson & Johnson Listerine


We led the launch of a new global campaign that connected Listerine to consumer’s lifestyles. Armed with the insight that Listerine users seem to have a little extra edge to them, J. Walter Thompson helped design “The Study of Bold”, a survey of 6,000 people (half of whom use Listerine and half who don’t) in six market. The study found that Listerine users indeed live bolder lives: they’re more likely to sky dive, dance in public, volunteer, eat exotic foods, start their own company, plan a trip and leave on the same day, juggle, stand up to a bully, and do card tricks.

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