How Data From Alibaba Helped Make Fruity Listerine and Spicy Snickers

Data helps foreign brands appeal to Chinese consumers

Mars used data from Alibaba to create a Snickers bar for Chinese consumers. Alizila

Listerine mouthwash has been available in the U.S. since 1879. But its parent, healthcare company Johnson & Johnson, found Chinese consumers reacted poorly to existing formulations of its antiseptic mouthwash.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@lisalacy Lisa Lacy is Adweek's Commerce Editor.