Not every global brand starts with the identity it’s known for today. Listerine, now synonymous with oral hygiene, has one of the strangest brand pivots in history—transforming from a floor cleaner to a medical cure, before finally becoming the mouthwash millions use daily.
Key Highlights
• First launched in the late 19th century, Listerine was originally marketed as a surgical antiseptic and even used to clean floors.
• Soon after, it was rebranded as a cure for gonorrhea, targeting the medical community with claims of its disinfecting powers.
• The biggest breakthrough came when it was positioned as a mouthwash, tackling bad breath—a condition that wasn’t even widely considered a problem until Listerine made it one.
Conclusion
From cleaning tiles to cleaning tongues, Listerine’s reinventions highlight the power of rebranding and market positioning—turning a niche disinfectant into a billion-dollar household name.
Source: Smithsonian Magazine, Business Insider