A brand extension that could be twisted: Listerine Total Care Zero

LISTERINE_TOTAL_CARE_ZERO
Hmmm. Zero Total Care?

I came across this new brand extension from Listerine – with total care and all the usual USPs – but I was wondering if their choice of name was the best one. It works for Coke, one could say, but Coke is not a sub line such as theirs ‘Total Care’ that is then followed by ‘Zero’.
Perhaps the graphic design could have helped with the label. I understand that they can’t stray too much from the other brand labels so they don’t confuse their customers who are used to seeing the brand name in a certain colour and size on the packaging.
If nothing else though, the brand name seems contrived, but I can’t help but twist it around and conceive their latest innovation as something I couldn’t totally care less than zero about.
Now I’ll go and wash my mouth out.

brand extension, brand management, brand naming, Funny

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