INSPIRATIONAL BRAND CATEGORY
LISTERINE® by Johnson & Johnson (Vietnam)
Information about the Company & Brand
Johnson & Johnson (Vietnam) Company Limited is a member of the Johnson & Johnson Family of Companies. Johnson & Johnson puts patients and consumers first across three vital areas of healthcare: Pharmaceuticals, Medical Devices and Consumer Health. Johnson & Johnson Consumer Health delivers products that are rooted in science and endorsed by professionals. Johnson & Johnson Consumer Health’s differentiated portfolio of iconic brands, including Tylenol®, Zarbee’s®, Neutrogena®, Aveeno®, Listerine®, OGX®, and Johnson’s®, delivers life-enhancing, first-to-market innovation. By combining the power of science with meaningful human insights and digital-first thinking, Johnson & Johnson Consumer Health helps over 1.2 billion people live healthier lives every day, from their very first day.
The company’s Listerine® Mouthwash is the world’s #1 daily mouthwash. There are over 50 peer-reviewed scientific studies on Listerine® that support the formula’s unique ability to fight plaque, protect gums, build strong teeth and boost confidence with long-lasting fresh breath. Listerine® Mouthwash has been used by more the one billion people and has been sold in over 85 countries.
Brand Elements
Creative campaigns, agile in execution and applying digital approaches, Listerine® has resonated with Vietnam consumers, resulting in nearly 1 million additional households adopting the habit of antiseptic mouthwash use for hygiene improvement. Listerine® has been continuing to strengthen its leading position as the No. 1 mouthwash brand in Vietnam (according to Nielsen’s data in 2020) and delivered phenomenal growth for years. The mouthwash’s unique formula—4 essential oils which effectively kills 99,9% of germs—and its portfolio expansion to kids and families to protect oral health have set Listerine® to be the most diversified mouthwash brand that meets the consumers’ needs. The trust and love of Vietnam consumers have led Listerine® to win the People’s Choice Award in Health & Beauty category on Lazada in 2021.
One team. One mission. One billion lives.
Inspiring Identity
With the aim to increase the consumer mindset of the use of antibacterial mouthwash as an important part of daily oral care and discover the transformative impact of a healthy mouth, many comprehensive campaigns have been implemented with the key message, “Using Listerine antiseptic mouthwash helps to kill 99.9% of harmful germs as a mouth gateway for hygiene protection”. The campaigns have been executed across various touchpoints: search engines; editorials and advertorials on traditional and social platforms. In addition, Listerine® partnered with LOTUS—a social and digital hub for COVID-19 information and related news (with over 5 million followers)—and the Vietnam National TV channel (VTV) to officially deliver oral hygiene message as part of hygiene protection guidelines during the COVID-19 pandemic and mention Listerine®️ as one of the top mouthwash products to kill germs that cause bad breath, plaque and gingivitis to improve oral hygiene.
Capturing the digitalised trend in this volatility, uncertainty, complexity, and ambiguity (VUCA) world, Listerine® has applied a 100% digital approach and execution (Facebook and YouTube) to convey its message and speedily reach millions of Vietnam consumers. Moreover, Listerine® has transformed from traditional samplings to e-samplings via partnering with leading platforms to offer the chance for consumers to experience the product.
Achievements & Impact
Efforts to promote meaningful consumer communication, customer engagement, best-class in-store execution with agility, and proactive decision-making adapted to the local market needs have led to the significant growth of Listerine®. Listerine® has become the most popular and trusted brand in the mouthwash category and has successfully established the awareness of repositioning the brand to protect and care for consumers' oral hygiene. In addition, its effective formula and portfolio expansion have placed Listerine® as the most diverse mouthwash brand that satisfies consumers’ needs.
Future Direction
Looking beyond, Johnson & Johnson Consumer Health will apply a globally connected mindset and put digital at the forefront at all it does.
At a time when consumers are increasingly health-conscious and empowered, the company is seeking trusted, personalised, digital solutions that will lead to better outcomes. Johnson & Johnson Consumer Health will continue to lead with digital-first thinking to make it easier for consumers to shop its products while shaping how its scientists innovate. The company aims to improve its supply chain's agility and investigate emerging technologies, including at-home diagnostics, digital therapeutics, and science-based personalised care.
Johnson & Johnson Consumer Health employees are fueled by the belief that when they are guided by data-driven insights and a digital-first mindset and backed by the brand's scientific credentials, they can improve the health of everyone everywhere in the world.
INSPIRATIONAL BRAND CATEGORY
LISTERINE® by Johnson & Johnson (Vietnam)
Information about the Company & Brand
Johnson & Johnson (Vietnam) Company Limited is a member of the Johnson & Johnson Family of Companies. Johnson & Johnson puts patients and consumers first across three vital areas of healthcare: Pharmaceuticals, Medical Devices and Consumer Health. Johnson & Johnson Consumer Health delivers products that are rooted in science and endorsed by professionals. Johnson & Johnson Consumer Health’s differentiated portfolio of iconic brands, including Tylenol®, Zarbee’s®, Neutrogena®, Aveeno®, Listerine®, OGX®, and Johnson’s®, delivers life-enhancing, first-to-market innovation. By combining the power of science with meaningful human insights and digital-first thinking, Johnson & Johnson Consumer Health helps over 1.2 billion people live healthier lives every day, from their very first day.
The company’s Listerine® Mouthwash is the world’s #1 daily mouthwash. There are over 50 peer-reviewed scientific studies on Listerine® that support the formula’s unique ability to fight plaque, protect gums, build strong teeth and boost confidence with long-lasting fresh breath. Listerine® Mouthwash has been used by more the one billion people and has been sold in over 85 countries.
Brand Elements
Creative campaigns, agile in execution and applying digital approaches, Listerine® has resonated with Vietnam consumers, resulting in nearly 1 million additional households adopting the habit of antiseptic mouthwash use for hygiene improvement. Listerine® has been continuing to strengthen its leading position as the No. 1 mouthwash brand in Vietnam (according to Nielsen’s data in 2020) and delivered phenomenal growth for years. The mouthwash’s unique formula—4 essential oils which effectively kills 99,9% of germs—and its portfolio expansion to kids and families to protect oral health have set Listerine® to be the most diversified mouthwash brand that meets the consumers’ needs. The trust and love of Vietnam consumers have led Listerine® to win the People’s Choice Award in Health & Beauty category on Lazada in 2021.
One team. One mission. One billion lives.
Inspiring Identity
With the aim to increase the consumer mindset of the use of antibacterial mouthwash as an important part of daily oral care and discover the transformative impact of a healthy mouth, many comprehensive campaigns have been implemented with the key message, “Using Listerine antiseptic mouthwash helps to kill 99.9% of harmful germs as a mouth gateway for hygiene protection”. The campaigns have been executed across various touchpoints: search engines; editorials and advertorials on traditional and social platforms. In addition, Listerine® partnered with LOTUS—a social and digital hub for COVID-19 information and related news (with over 5 million followers)—and the Vietnam National TV channel (VTV) to officially deliver oral hygiene message as part of hygiene protection guidelines during the COVID-19 pandemic and mention Listerine®️ as one of the top mouthwash products to kill germs that cause bad breath, plaque and gingivitis to improve oral hygiene.
Capturing the digitalised trend in this volatility, uncertainty, complexity, and ambiguity (VUCA) world, Listerine® has applied a 100% digital approach and execution (Facebook and YouTube) to convey its message and speedily reach millions of Vietnam consumers. Moreover, Listerine® has transformed from traditional samplings to e-samplings via partnering with leading platforms to offer the chance for consumers to experience the product.
Achievements & Impact
Efforts to promote meaningful consumer communication, customer engagement, best-class in-store execution with agility, and proactive decision-making adapted to the local market needs have led to the significant growth of Listerine®. Listerine® has become the most popular and trusted brand in the mouthwash category and has successfully established the awareness of repositioning the brand to protect and care for consumers' oral hygiene. In addition, its effective formula and portfolio expansion have placed Listerine® as the most diverse mouthwash brand that satisfies consumers’ needs.
Future Direction
Looking beyond, Johnson & Johnson Consumer Health will apply a globally connected mindset and put digital at the forefront at all it does.
At a time when consumers are increasingly health-conscious and empowered, the company is seeking trusted, personalised, digital solutions that will lead to better outcomes. Johnson & Johnson Consumer Health will continue to lead with digital-first thinking to make it easier for consumers to shop its products while shaping how its scientists innovate. The company aims to improve its supply chain's agility and investigate emerging technologies, including at-home diagnostics, digital therapeutics, and science-based personalised care.
Johnson & Johnson Consumer Health employees are fueled by the belief that when they are guided by data-driven insights and a digital-first mindset and backed by the brand's scientific credentials, they can improve the health of everyone everywhere in the world.