Pfizer - Listerine PocketPaks

The Company
Pfizer is the world's leading pharmaceutical company. Its diversified global health care portfolio includes human and animal biologic and small molecule medicines and vaccines. Pfizer also maintains a portfolio of nutritional products and many of the world's best-known consumer products.  

The Task
The Consumer Healthcare Division of Pfizer contracted Addison Whitney to create a brand name for its new breakthrough oral care Listerine strips. This revolutionary product, designed and targeted to a younger, more active audience, freshens breath quickly while killing 99.9% of odor-causing bacteria.

The Addison Whitney Solution

Verbal Branding
The product, about the size of a postage stamp, needed a brand name that focused on its portability and effectiveness for today's busy lifestyle. Addison Whitney developed the name PocketPaks to evoke connotations of being on-the-go. The name emphasizes the various features of the product, that can easily slip into any pocket, purse or wallet while offering freshness in a very quick and compact manner.

Research & Analysis
Prior to the final selection, various name candidates went through our name validation process. The proposed brand names were evaluated among Listerine's target audience. Consumer preferences were gauged through a list of criteria specifically tailored for the product.

According to Wes Pringle, Group Marketing Director of Oral Care, "Listerine PocketPaks strips fulfill a key unmet consumer need. Whether for moms constantly on-the-go or for busy working men and women, PocketPaks will provide a portable, discreet option for a clean mouth feeling. Today's hectic lifestyle, coupled with consumers' demand for easy and convenient products, will help to drive this breakthrough new product."