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 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
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."