Listerine's Gargle Orchestra Challenge – Malaysia's first gargling acapella

Chung Ru Zen, Chong Jia Ling, Chan Su Ling

Mouthwash brand Listerine used influencers in an online campaign to persuade millennials in Malaysia to develop a mouthwash habit.

Campaign details

Brand: ListerineBrand owner: Johnson & JohnsonLead agency: Ensemble WorldwideContributing agencies: Universal McCann MalaysiaCountry: MalaysiaIndustries: Oral healthMedia channels: Online video, Sales promotion, Social mediaBudget: Up to 500k

Executive summary

Millennials do not view mouthwash as an essential item but as a "nice-to-have", which led to a decline in sales for the mouthwash category between 2014 and 2015.

Everyone knows that gargling mouthwash is good for you, so the challenge was to persuade millennials that the act of gargling isn't boring and help them turn it...

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