Listerine's Challenge

Listerine's challenge consists of buying a 500ml product, save the ticket of the purchase and during 21 days do an online challenge which is based on small questions and tutorials that make you familiarize yourself with the product. Once finished the challenge they give you a teeth cleaning, a free dental checkup and a credit card with 50 Euros to spend wherever you want within a maximum of 48 hours.

Where is the trick? Listerine clearly will not give away thousands of Euros without any reason, the goal first is forcing consumers to try the product, since in Spain most of the people tend only to brush their teeth and they don't rely on the utility of Listerine and in case of using there kind of product, they would choose one more affordable since they don't see great need.

The second goal is to capture faithful buyers through the challenges that must be done in for 21 days, which are basically checking your breath and therefore give you features that you need the product, or see videos on a perfect set of teeth...

But Listerine will are obtained benefits from all this: initially it already gets benefits since it forces you to by one of their products, their price is around 3 or 4 Euros, later, once the challenge is done you will have to call a 902... With a cost f the call: 0.1€/min or 0.38€/min, and finally they will try to bring up problems that will lead you to pay.

Surprisingly, Listerine have not made any kind of publicity about this, the ones who know this is because they have bought a product. Do they intend to announce their product to those that are already customers? However, it is not possible to announce their product on TV or the radio since people will not be interested on the product itself, but only on the award. So the only solution, is the transmission from mouth to mouth, is there a better advertising than the one that gives you someone you know? Thus Listerine will get new customers, not in a massive way due to the fact that the way they are using does not required a big part from them.