This document summarizes findings from a netnography study analyzing consumer perceptions of Listerine mouthwash. Key findings include that consumers most like Listerine's ability to kill germs, while the most common complaint is that it is too harsh. The study also identified various off-label uses that consumers discuss for Listerine, such as treating toenail fungus, acne, mosquito repellent, and more. Both opportunities to leverage positive perceptions and address negatives are discussed.