Listerine Netnography Case Study by NetBase

Listerine Netnography February 12, 2010

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary of Findings ,[object Object],[object Object],[object Object],[object Object],Likes Dislikes Kills germs Too harsh Treats toenail fungus Toxicity Good mosquito repellent Efficacy Treats bad breath Taste Treats acne Link to alcoholism

Research Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media Sources for Consumer Insights ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How many “hits” are there for Listerine? ,[object Object],[object Object],[object Object]

What is the overall sentiment for Listerine? ,[object Object],[object Object]

Main Opportunities & Threats ,[object Object],[object Object]

Opportunity: Leverage the voice of the customer ,[object Object],[object Object],[object Object],[object Object],We have used Listerine for a while because it seems to be the best at cleaning and keeping the mouth and teeth healthy . Listerine is really great for protecting your teeth from decay . Listerine mouthwash was proven to be effective in inhibiting the development of plaque and in reducing gingivitis. I also use Listerine to kill bacterias and floss every night. I heard Listerine kills h1n1 germs ??? Oh yes gargle, Listerine kills germs ! Go and rinse it with listerine, listerine kills the germs in your mouth, hence preventing a ulcer .germs that brushing can't. Listerine penetrates this film and kills the germs that can lead to gingivitis and other oral problems. Potential Actions Insight

Opportunity: New Listerine with Soothing Power ,[object Object],[object Object],[object Object],[object Object],[object Object],Listerine is too strong for me that it sometimes had a tendency to hurt the sides of my mouth. There isn't the sting that you get from Listerine, but you do feel. listerine and other mouthwash brands have strong chemicals to clean your mouth better than toothbrush, but the same chemicals can hurt our tongue and gums . The listerine likely irritated it , it has a high alcohol content. @lordtrilink Listerine is oral death . Sometimes... when the listerine is too strong and I want the "sting" to stop . It's pretty cool, and normally one can find peroxide for less than a dollar a bottle, whereas Listerine is quite expensive and burns while peroxide does not. JK The alcohol in the listerine could cause soreness if you do it for too long though. Listerine might be a little harsh . Potential Actions Insight

Opportunity: Toenail fungus treatment ,[object Object],[object Object],[object Object],[object Object],Listerine Nail Fungus Remedy - I have also heard people saying Listerine footbaths can cure toenail fungus . Many toenail fungus sufferers recommend using Listerine to help overcome the problem without having to use other products, whether they are prescription, over the counter or other home remedies. Listerine mixed with vinegar is also a good solution you can use as foot soak to treat toenail fungus . Many people find that when it comes to treating nail fungus Listerine and vinegar combined offer even faster results. Listerine is supposed to be one of the biggest myths in nail fungus treatments even though a lot of people claim soaking their feet in it has completely cured their nail fungus. Vicks, Listerine, Epsom salts, and hydrogen peroxide are also other options for a toenail fungus cure although these have been met with mixed results . Listerine mouthwash is another common way to try and treat toenail fungus . ,[object Object],Potential Actions Insight

Opportunity: Mosquito repellent ,[object Object],[object Object],[object Object],[object Object],i heard Listerine is good for misquitos . ,[object Object],A friend told me about killing mosquitos with Listerine, at first, I thought it was a joke , then a couple of weeks ago, I sprayed Listerine on the areas where I was bitten, the itch went away quickly. Don't believe everything you read in a chain letter , however, Listerine sprayed or wiped on arms and legs do keep mosquitoes away. Buck and Judy sent in a tip about using Listerine to repel mosquitoes . Listerine is also good to spray on yourself to keep the miskiters off you . I heard one time about using Listerine to repel mosquitoes , but I do not know if it works for these nasty fleas. The best way of getting rid of mosquitoes is Listerine, the original medicinal type. I am going to see if this rumor about using Listerine to kill mosquitoes really works. Potential Actions Insight

Opportunity: Acne treatment ,[object Object],[object Object],Some people use Listerine mouthwash as a toner, because the menthol helps inflammatory acne . ,[object Object],[object Object],[object Object],I heard that toothpaste and listerine can be used to clear or reduce acne . Listerine is useful for zapping your zits Q . I read in a magazine that Listerine can actually help reduce the redness of acne . I can't offer you a solution, but just don't use Listerine on your face . ,[object Object],I have used Listerine for years to clear up small blemishes . Rubbing listerine on the face helps you get rid of spots...? you're being gullible . Do not use toothpaste or Listerine !!! Potential Actions Insight

Threat: Alcohol abuse ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],RT @SharonHayes @andycrash Just threw away my wife's Listerine . As you have realized, she might be abusing Listerine for its alcohol content. Well, Yeah, I'd Think....... it's not good to chug a bottle of listerine either. Can I get drunk by drinking listerine? […] Judging it has a poison control number on my bottle of Listerine, I don't recommend it. We heard from another reader who reported that her mother died of liver failure, kidney failure and heart failure after several years of secretly drinking large amounts of Listerine . Sister abusing Listerine needs immediate help. So, instead of going to the store to buy their alcohol, the drunks will now be storming places such as Wal-Mart in search of that special little bottle of listerine . With an alcohol concentration between 21% and 26% w/v, it is possible to get drunk off of Listerine , as demonstrated by Coach Z. However, the alcohol in Listerine is denatured, which would cause him to regurgitate it before the alcohol could take effect. I don't know the alcohol content of Listerine but depending upon the size of the bottle assuming you even hold down the contents of that bottle you could get drunk and/or throw up . Understandable use of Listerine would be to cover up the beer on the breath, but a lot of alcoholics drink it to get drunk or get a buzz off of it, not to mention that mouth wash doesn't even compare to the cost of actual drinking alcohol. Potential Actions Insight

Threat: Dries out mouth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Crest Pro Health mouth wash is a better option than Listerine because it does not have alcohol in it (which can dry out your mouth ). It's ironic, but i suspect that Listerine at night is bad for your breath, since it contains alcohol => drys your mouth , but you can't drink while you're asleep => excessive drying => bad breath . The only problem with Listerine is that in a documentary I saw on tv, they said alcohol based mouth washes actually dry out your mouth (because alcohol has a drying effect) and in the long run can cause bad breath . According to my hygienist, the alcohol would dry out your mouth -impeding the natural mineralization of teeth from saliva and possibly bad breath from a dry mouth . Do not use listerine, it has alcohol in it and the alcohol has a tendency to dry the mouth out . Pro Health has no alcohol, because it is better to fight bacteria and gingivitis does not dry out your mouth , but told by another dentist, I was using Listerine, because the alcohol, which is the basis for the elimination of these bacteria what happens with this. Potential Actions Insight

Opportunity: Effectiveness of Twice a Day campaign ,[object Object],Chuck Norris doesn't brush his teeth; he simply pours Listerine into his vodka twice a day . Listerine and Reach created the “October Oral Care Challenge” for kids 6 and older. To complete the challenge, our family had to brush, floss and rinse every day, twice a day for two weeks. We currently use, and have used both Listerine and Reach products for years, so this was an easy challenge for our family. ,[object Object],[object Object],Lately, some others have been added: gargle twice a day with warm salt water, or Listerine; drink hot liquids, such as tea and chicken soup, to ward off or diminish virus proliferation in throat. I brush my teeth 2+ times a day every day, and I use Listerine. Also brushing at least twice a day and using Antiseptic mouthwash like Listerine twice a day AM & PM . I would start using Listerine 2 to 3 times a day . Potential Actions Insight

Insights for Ideation ,[object Object],[object Object]

Opportunity: Athlete’s foot treatment ,[object Object],[object Object],[object Object],Applying Listerine in this manner as a remedy for athlete's foot is harmless for youngsters and adults alike. If you find that you have developed a case of Athlete's Foot , Listerine can be used to remove this stuborn foot fungus. (An alternative is to use the vinegar method and soak your feet two times daily in Listerine , but this might be a little costly!) A good treatment for athlete's foot is to pour Listerine on it. There are many ways to get rid of the troublesome foot fungus such as an application of Listerine on a cotton pad and applying it to your feet twice a day. Listerine was better known as a preventive measure for Athlete's foot as a real deal. Potential Actions Insight

Opportunity: Hair care ,[object Object],[object Object],[object Object],[object Object],Yellow Listerine enrich your hair growth and threatens the dandruff . For head lice use Listerine (original flavor): Another remedy for treating head lice is rubing listerine mouth wash on your head. And the try was worth it because after drenching her hair with Listerine and wrapping it in a ziplock bag (I don't own a shower cap), I found 3 more dead lice in her hair. Joey Green recommends rinsing hair with vinegar or Listerine mouthwash after a regular shampoo to kill bacteria and reduce dandruff . Head lice remedy Dandruff treatment Potential Actions Insight

Opportunity: Listerine reminds me of Grandpa ,[object Object],[object Object],[object Object],[object Object],LISTERINE. This stuff is the smell of my childhood hero, my Grandpa . I've always made strong emotional connections between smells and people. For instance, the smell of Listerine still reminds me of my grandfather (he died when I was 7). Generally, the idea of Listerine gives me the shivers. I think of the old school original flavor that my grandpa used to use and want to run screaming I buy Listerine because it reminds me of Grandpa and whenever I see a caraway seed, I can hear his voice. For fun last week, I asked Art of Manliness Facebook Fans and Twitter followers what smells they thought were manly. […] And the smell of a strong pot of coffee brewing also brings back memories, that and the way the old tan colored Listerine smells . ,[object Object],Potential Actions Insight

Opportunity: Prevent digestive problems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Go and rinse it with listerine, listerine kills the germs in your mouth, hence preventing a ulcer . LISTERINE diluted with water or glycerine speedily relieves certain fermentative forms of indigestion . Possible Campaign Bad bacteria  Remove with Listerine Good bacteria  Replenish with probiotics Potential Actions Insight

Opportunity: Listerine for Gen-Y ,[object Object],[object Object],[object Object],[object Object],You can use listerine, but it's not recommended for oral piercings because the alcohol in it is too harsh for the piercing . Don't rinse with a harsh commercial mouthwash such as Scope or Listerine, as they can definitely irritate your piercing . I'm not too sure but most likely since when i first got my lip piercing ; i was told to not use listerine because it would burn too much . I went on google today to look up how to care for the piercing and the first thing it said was NOT to use any kind of listerine. Again, listen to your piercer but I do strongly advise against using Listerine or any mouthwash with alcohol in it . they tell you to use listerine but that has alot of alcohol in it so if you use it do half water and half listerine that is what they told me when i got my tounge pierced and be sure to clean it after you do ANYTHING if you smoke, eat, drink, or anything else with your mouth be sure to rinse it well or it will get infected. Potential Actions Insight

Opportunity: Personal Care ,[object Object],[object Object],[object Object],[object Object],[object Object],Ring worm, jock itch , and athlete’s foot are all Tinea infections caused by nasty little fungi called dermatophytes. […] To freshen your breath and treat those disturbed areas gargle and then spray some Listerine on your problem areas for another alternative treatment. Although there are drugs and home remedies for yeast infectio , the latest method is the treatment with pharmaceutical products like Lamisil and Listerine. I heard Listerine was good for a yeast . The Yeast infection cure with Listerine is one choice for your purpose. Many folks have had success with old-fashioned amber Listerine for jock itch . That could explain why others report that original formula Listerine works against nail fungus, athlete's foot, jock itch and "trucker's bottom" (whatever that is). One can also apply Listerine to a sterile cotton pad. This is then, gently rubbed onto yeast infection twice a day. You need not to rinse it. Potential Actions Insight

Opportunity: General topical antiseptic ,[object Object],[object Object],LISTERINE is invaluable in obstetrics and gynaecology as a general cleansing, prophylactic, or antiseptic agent . Listerine is a very good antiseptic , which is effective in fighting the infection. LISTERINE is useful in the treatment of the infectious maladies which are attended by inflammation of accessible surfaces - as diphtheria, scarlet fever and pertussis. Does Listerine Kill The Bacteria Underneath The Foreskin And Does It Burn? Potential Actions Insight

Opportunity: Dissolves Suboxone ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When I take mine I brush my teeth and put listerine in my mouth, then spit it out. Right after that I put my suboxone in my mouth, dissolve and crap, then iv'e been mixing it up with the spitting and swallowing. Sometimes I swallow but recently iv'e been spitting because I feel it has been working better. I use the listerine because it helps dissolve the suboxone faster. I swish the spit around and let it sit for a while and then I spit it out, if anyone knows any other ways to take it please let me know, so far this is working well. Using a couple of drops of scope or listerine works well for this. It dissolves the pill quicker along with covering up some of the nasty taste. But like I said ONLY a couple of drops, any more than that will probably be too painful to hold in your mouth for ten minutes. How to take SUBOXONE enters the bloodstream from under the tongue. ( link ) My example schedule is: 1. Take all the inhibitors an hour before my dose with 50mg benadryl. 2. Crush up my amount and add a few drops of vodka then mix the solution. 3. Swish Listerine all throughout my mouth for 2 minutes. 4. Pour Buprenorphine + Alcohol solution under my tongue and let it absorb for 15 or so minutes (longer is better). Potential Actions Insight

Opportunity: Make glue for Kanzashi ,[object Object],[object Object],[object Object],[object Object],Cook 2 cups of rice (follow the instructions on the packet), onced cooked add an additional half a cup of water and a tablespoon of listerine (mouthwash) and let it set over night. Not only will the rice become easier to blend the next day, the listerine also makes sure to kill any germs . http://peachypan.com/help.php?section=tutes Potential Actions Insight

Opportunity: Other Novel Uses ,[object Object],[object Object],[object Object],Gargling with raspberry tea, turmeric, sage, lukewarm salt water, and Listerine can help ease a sore throat . So I use those Listerine strips to simulate the flavor of menthol in the cigarettes I used to smoke. I just bought a bottle of Listerine mouth wash. No, not to gargle, but to treat my tooth-brushes. I just read an article that says it will kill millions and millions of microbes that have taken residence there in the brush of the tool I use in my mouth every day. One husband, for instance, gave his wife a heating pad, Listerine breath strips and generic nasal strips to prevent snoring . Listerine is a powerful antiseptic that can actually heal painful blisters . Anti-microbial mouthwashes such as Listerine have also been shown to treat canker sore pain safely . Ease sore throat Treat canker sore Prevent snoring Heal blisters Smoking cessation Clean toothbrush Listerine helps kill the bacteria that cause perspiration odor . Dab it under your arms. (not sure I'd try that one) Deoderant ,[object Object],[object Object],OTHER NOVEL HUMAN USES Potential Actions Insight

Opportunity: Other Novel Uses (cont.) OTHER NOVEL NON-HUMAN USES ,[object Object],[object Object],[object Object],[object Object],[object Object],Spraying plants with a mixture that is 1 part Listerine and 1 part water has been known to make plants unpalatable to aphids . Listerine can be used to clean the floor, to wash and shine your car wheels and tires since it has fluoride. Eliminate mildew odors . Wipe with full-strength Listerine. Likewise, many home remedies circulate the Internet targeting specific carpet odors such as using solutions containing ingredients as varied as vinegar, Listerine, or hydrogen peroxide. I used listerine on his paw because dogs are supposed to not like the taste and it helps with swelling, but he liked the taste of it and just licked it even more! Rid plants of aphids Pet care Shine wheels Remove carpet odor Eliminate mildew odors Jerry Baker, author of The Impatient Gardener, suggests mixing one cup Listerine , one cup Epsom salts, one cup liquid soap, and one cup ammonia in a one-quart jar, filling the rest of the jar with beer. Fertilize lawn Disinfect a washing machine at a laundromat. To avoid getting germs from another family, wipe off the surface of the machine with Listerine and add one-half cup Listerine to the wash cycle to disinfect the machine. Disinfect washing machine Potential Actions Insight

Summary of Insights & Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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