Bring out the bold with Listerine Healthy White

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Campaign details

Brand: ListerineAgency: Allison+Partners

Situation analysis

Unlike developed markets such as the United Kingdom and U.S., mouthwash is a nascent category with low relevance and penetration in Asia-Pacific. In fact, internal research conducted by Listerine showed the Philippines had single-digit penetration, China was barely at 14 percent and, in Thailand, penetration was only at 29 percent. Mouthwashes are more synonymous with fresh breath than overall oral health, leading consumers to believe that brushing is more than sufficient.

Listerine's years of functional product communications failed to recruit new users. In order to ignite growth and disrupt the...

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