We connected Listerine to one of its key demographics, Hispanic moms, and helped the brand secure shelf space at Safeway/Von’s for two new formulas while defending its share against the competition. The campaign was driven by our insights: Hispanics over-index in radio listening, place an emphasis on family, and often shop together.
- Radio personality engagement
- Branded on-air programs on oral care
- Brand spots with retailer messaging and tags
- Family events at retail
- Daily sweepstakes

RESULTS
+17.7% dollar sales vs. prior period at all Safeway divisions
Highest ever dollar share at Von’s
Highest weekly dollar sales for the year for all Safeway divisions