Nước súc miệng Listerine là một trong những thương hiệu dẫn đầu trên thị trường dung dịch vệ sinh răng miệng tại Malaysia. Tuy nhiên, quốc gia này có đến 65% dân số theo đạo Hồi – những người không được ‘sờ’ đến đồ uống có cồn – mà công thức thành phần của Listerine lại chứa cồn nên khó lòng chinh phục được phần lớn khách hàng.
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Chưa hết, hãng còn gặp phải sự cạnh tranh của đối thủ nước súc miệng diệt khuẩn Colgate Plax không chứa cồn. Vì vậy, đầu năm 2012, Listerine đã tung ra sản phẩm nước súc miệng Trà Xanh Tự Nhiên không cồn giúp ngăn ngừa sâu răng nhằm đánh vào thị phần đang bỏ ngỏ. Thách thức lớn nhất lúc bấy giờ là làm thế nào để thu hút sự chú ý của những khách hàng chưa từng dùng thử Listerine.
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Ý tưởng: Bán cho tín đồ “Ý nghĩa tinh thần là trên hết”.
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Thông điệp: “Làm theo lời Thánh Allah đã dạy”
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Listerine chọn bao bì màu xanh lá cây, màu sắc truyền thống của đạo Hồi, tượng trưng cho may mắn, phì nhiêu và giàu có.
Các kênh truyền thông như phát thanh, bán lẻ, ngoài trời, trực tuyến… được đan xen có tính toán để gây ấn tượng với người tiêu dùng đúng lúc, đúng chỗ. Để tăng tính tin cậy, chiến dịch được đầu tư nhiều nhất trong suốt tháng ăn chay Ramadhan.
Theo kinh Koran, nhà tiên tri Muhammad đã nói: “Cười cũng làm việc thiện”. Nụ cười là một việc làm bố thí (saddaqah) mà bất cứ tín đồ Hồi Giáo nào cũng có thể thực hiện ngay khi anh ta chẳng có gì trong tay. Người Malaysia theo đạo Hồi rất tôn kính quan niệm này và Listerine đã dựa vào đó để lên hẳn một chiến dịch với thông điệp: “Chúng tôi sẽ mang tới cho bạn một nụ cười ấm áp, tự nhiên đến từ một khuôn miệng sạch sẽ và khỏe mạnh”.
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Thuc hiện: “Thu thập nụ cười” – “Làm việc thiện”
Gắng liền với nghi thức tôn giáo: “Hãy quay sang cười với nhau”
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