LISTERINE
01. The Ask:
Design and conduct a research plan in order to recommend a direction Listerine should further explore to secure its future. Present research findings and recommendations to the Consumer Solutions Lead at Johnson and Johnson, justifying the financial investment that would be required to fulfill our proposed direction.
02. Focus:
Analyzing the competition illuminated a white space in Listerine’s product portfolio: the brand doesn’t offer a product for braces wearers. We hypothesized that Listerine could increase its market share by creating a product for adolescents with braces. Furthermore, we believed the brand could create lasting brand loyalty by helping this demographic establish routine Listerine use during these formative years.
THE PROCESS
Establish consumer need
We spoke with current and former braces-wearers and their parents to understand the worries and frustrations of wearing braces. Our interviews illuminated three chief complaints: mouth/canker sores, pain, and worst of all: food particles getting stuck in braces.
Gauge interest level
We saw positive correlations between a participant having a concern, and valuing product benefits that would address that concern. And when asked outright if they would be interested in a mouthwash designed for braces-wearers, 60 percent answered yes!
Identify key players
Listerine would need a plan to introduce this new product and integrate it into adolescents’ routines. Orthodontists, who establish their patients’ oral care routines, could be a great place to start. The parents we interviewed largely trust products and routines recommended by their child’s orthodontist, which is significant because they are the ones making household purchases.
Think long term
We learned that most routine behaviors can become long term habits if practiced consistently for several months; the younger the child, the more likely this is. Furthermore, over a quarter of brand preferences formed before the age of 18 persist into adulthood. This was powerful data that underscored the importance and potential of Listerine reaching an adolescent audience.
Provide recommendations
The outcome of our preliminary research did support our initial hypotheses: that this product has substantial potential to increase Listerine’s market share and create lasting brand loyalty among adolescents. Based on the observed need and high interest level, we recommended that Listerine further invest in research and development for a mouthwash designed for braces-wearers.
Research design and strategy: Sophie Lubin, Greta DeLacy, Maureen Martinez
Data analysis: Michelle Huang
Design: Henrik Lezi
Project duration: 7 weeks