To get dental professionals to re-appraise their opinions of Listerine, try it for themselves, then recommend it to their patients. This was the 5th mailing in the series of mailings to prospects who have yet to respond, so we were talking to extra sceptical dentists and hygienists. Many dentists know the dangers of Biofilm, and some may even realise their patients are helpless to destroy it armed with just their toothbrushes. However, what they might not have realised is that Listerine can be their 'secret weapon' in the war on bacteria. This mailing aimed to show them this.

Show that Listerine is the only daily use mouthwash to penetrate and obliterate Biofilm. We did this by grabbing our audience’s attention by actually demonstrating how there was no hiding place for plaque from the killing power of Listerine by using heat sensitive ink on the leaflet inside the mailing, which when touched revealed the graphically illustrated biofilm beneath. The black outer with the line ‘You know biofilm lurks in the dark recesses of your patients mouths’ had considerable dramatic standout and set the scene for how Listerine actively seeks out and destroys biofilm.

This DM generated 1,722 responses, an 8.3% response rate - a rate that the client was very pleased with. This is a great response rate considering that these contacts have already been mailed once before this year. Also this DM was an educational tool, advertising an existing product rather than promoting a new product for sampling.