LISTERINE

PROBLEM

SOLUTION

OUTCOMES

Listerine, the global leader in oral care, needed to reinvigorate its presence in Walmart-one of its largest and most influential retail partners. The oral care aisle was crowded and commoditized, and Walmart was seeking disruptive, sustainable innovations that would excite shoppers, simplify the shopping experience, and align with evolving consumer values around health and sustainability. The challenge was to develop a pipeline of new products and a brand architecture that would make Listerine1s offerings easier to shop, more relevant, and future ­ready.

We led a cross-functional innovation sprint, bringing together R&D, marketing, and Walmart1s buying team to co-create the next generation of Listerine products and brand experience: 
 
Brand Architecture & Naming: Developed a unified global brand architecture and naming framework, validated through consumer research and collaborative workshops. We organized the portfolio into three clear tiers-Maintain, Protect, Solve- each addressing distinct consumer needs and making the shelf easier to navigate.

 Innovation Pipeline: Facilitated design thinking workshops to generate and refine disruptive product concepts focused on sustainability, convenience, and efficacy. Concepts included Listerine Ultra, Pearl Capsules, Tablets, and a Refillable Bottle, each designed to reduce waste and enhance the consumer experience.

Consumer Testing & Iteration: Rapidly prototyped and tested new concepts with target shoppers, using feedback to optimize product design, messaging, and packaging for maximum shelf impact and consumer appeal.

Retailer Collaboration: Partnered closely with Walmart's senior buyers to ensure alignment with their sustainability goals and category vision, securing buy-in for expedited development and shelf placement.

4 out of 5 new product concepts were greenlit by Walmart for expedited development and prominent shelf placement, including Listerine Ultra, Pearl Capsules, Tablets, and the Refillable Bottle. 

The new brand architecture simplified the shopping experience, making it easier for consumers to find the right solution for their oral care needs.

Walmart requested accelerated timelines, recognizing the innovation as a category game­changer.

The project set a new benchmark for J&J's partnership with Walmart, positioning Listerine as a leader in both oral care innovation and sustainability