Dentists had never seen anything like this before. The mailing was pure white; it appeared to have nothing on it. On closer inspection, the recipients could see the letter copy was written in an embossed font - as opposed to being printed in black ink. It acknowledges the importance of keeping your teeth white and how hard dentists work to help their patients achieve this. Particularly relevant to this sceptical audience, it also pointed out the benefits of Listerine in combating tartar. The letter directs to a fold-down reply slip for requesting samples and subscription to a magazine.

The mailing was sent to 25,404 Dental Professionals, with a target of 8% responses. We actually received 3,487 responses (172% over the target). With 83,688 recommendations overall, this level of recommendation will translate into £67,260.05 in patient sales of Listerine (in our first year), giving us a positive ROI of £2.99 per £1 of budget spent.When you consider that although previous mailings had achieved a good response rate, this particular mailing specifically targeted the remaining dental professionals who had not responded to the previous mailings (the uber sceptics, to you and I) the result is even more impressive.