(Photo credit: listerine.ca)

In response to Purevsurenn’s post, she poses a thought-provoking question – In a market that is constantly changing, is it necessary for Listerine to innovate despite only really needing 4 simple ingredients?

The main obstacle with mouthwash is, that there’s only so many things you can do to change it. Adding new flavours will attract the adventurous consumers, while adjusting the formula to add more benefits will attract the health-conscious consumers. This is something they have already done.
Like Puresvurenn has mentioned, when looking at mouthwash, I feel that the only change Listerine could make is in the packaging. Perhaps a more convenient, useful package will be able to attract more customers. But is that really going to make a great difference?

I believe that a brand like Listerine doesn’t need to constantly adapt to the changing market. There will always be long-time and loyal users who will continue to use the brand, simply because the product works exceptionally well in their eyes. Perhaps, instead of changing the product itself, they could change marketing practices. Because it is a necessity to certain consumers, there is no need for the brand’s products to change due to the influence of new markets.