The history of LISTERINE products dates back nearly 120 years to 1879. The original amber-coloured LISTERINE product was formulated by Dr Joseph Lawrence and Jordan Wheat Lambert. But it wasn't designed as a mouthwash, it was actually a disinfectant for surgical procedures.

They named their new product LISTERINE, after the English physician Sir Joseph Lister who had performed the first ever antiseptic surgery in 1865. In 1884, Jordan Wheat Lambert formed the Lambert Company to manufacture and market LISTERINE products to the medical community.

It was first used as a multi purpose antiseptic, but soon it was discovered to be excellent for killing germs commonly found in the mouth. So, in 1895, the Lambert Company extended the sale of LISTERINE disinfectant to the dental profession as a powerful oral antiseptic. By 1914, the LISTERINE formula was so effective and popular, it became one of the first prescription products to be available over the counter, thereby founding the mouthwash category.

It wasn't long before other mouthwashes entered the market. Lambert's son Gerard, who was the new man in charge, strengthened the Listerine brand's position with a classic advertising campaign that introduced Americans to 'halitosis' - Latin for unpleasant breath. For the next sixty years LISTERINE products continued its positioning as the bad breath fighter, until 1983 when a new claim was introduced. "LISTERINE fights plaque" differentiated LISTERINE mouthwash from the competition and added a new reason to regularly use the product.

In 1987 LISTERINE mouthwash became the first non-prescription mouthwash to earn the American Dental Association's Seal of Acceptance for plaque and gingivitis. Approval in Australia came in 1991. The launch of LISTERINE Cool Mint in 1992 attracted a new generation of mouthwash users. The powerful germ killing properties and the fresh minty taste proving popular with younger consumers.

Promotion

The success of LISTERINE mouthwash is not only due to a great product but also due to memorable high-impact advertising.

In the 1930's LISTERINE created such famous slogans as 'Always a bridesmaid, never a bride'. In the 1970's it was 'The taste you hate twice a day'. When LISTERINE Cool Mint was launched, television commercials featured a Cool Mint bottle swinging Tarzan like through the trees. These commercials were hugely effective, picking up Effie Awards in the USA for advertising effectiveness. Following the success of 'Swinging Bottle' came a campaign created by J. Walter Thompson, Sydney. Designed to raise awareness of LISTERINE's germ killing properties, the first commercial called 'Bomb' showed LISTERINE exploding inside a man's mouth. The slogan 'It's dynamite against germs' was carried through in 3 more commercials featuring a battlefield, a boxing glove, and tiny 'bombs' between a man's teeth. The campaign was a major success, cementing LISTERINE's number one position in the market and driving strong sales.

It was also responsible for generating consumer acceptance of mouthwash as an important part of everyday hygiene. In fact, the "Bomb Campaign" recently won the Advertising Federation of Australia Advertising Effectiveness Award for the most effective campaign.