Listerine Pocket Paks

Tags: johnson & johnson, listerine, personal care

Challenge: To revitalize the entire Listerine PocketPaks line-up by conveying the emotional benefit of “greater confidence”, adding new flavor profiles, and attracting a younger demographic without alienating their current loyal users.

Comment: The prominent Listerine branding maintains a very dominant position on pack within a large white banner surrounded by swirls of bold flavor colors. Realistic flavor icons complement the flavor names to convey the intense flavor promise, while playful usage and occasion illustrations tell a story on the back panels. It was important that the new package designs reflect the brand promise, but also effectively stand out within an overly crowded category.