In my Listerine netnography, dated February 2010, I found that “too harsh” was the most common complaint about Listerine. My hypothetical recommendation was to introduce Listerine with Soothing Power. (I should repeat that NetBase has no affiliation with the makers of Listerine; we just wanted to create a public case study.)

So in the drug store the other day I saw … Listerine Zero—no alcohol, less harsh. I don’t know for sure when the product was launched, but it appears to have come out in July because that’s when people started talking about it on social media. See the chart below:

By analyzing the social media conversation and doing a netnography of Listerine, it could be said that we arrived at the same insight about this product that the company did and we predicted something the makers of Listerine would do.