http://thriftytexan.com/2013/10/hot-21-listerine-coupons-99%C2%A2-at-walgreens/

Marketing and the positioning of a company intrigue me, as does the approach of Listerine over the years. Listerine has the first-mover advantage, as is proposed by Ries and Trout. The evidence also shows that their market share is significantly greater than competing brands, which is a representation of the company’s recognizable brand in the market, especially in the US. However, the Great Recession in the US in 2008 seemed to become a threat for the company, as people are not willing to buy products that are not considered the best amongst the others in the market. Although this seems to be a threat to Listerine, it is interesting to see that the company takes action by establishing labs, and discovering new functions that mouthwashes can bring. This is an accurate example of what Ries and Trout proposed – it is important to always manipulate changes in the market to your advantage rather than resisting it. In addition, Listerine has also been doing its best to differentiate itself, as well as broaden its audience, or its customer segments. In this 2014 Listerine ad, there are many varieties that the company offers, in attempt to capture all audiences, increase its market share once again, and maximize profit by offering a variety of products that solves their customers’ problems.

Read more about it here:

http://www.nytimes.com/2014/09/13/business/adapting-listerine-to-a-global-market.html