Johnson and Johnson: The Smile Converter

Listerine, the US mouthwash brand, launched its smile whitening mouthwash in Italy with tailor made discounts.

Agency: J. Walter Thompson

Product Description

Listerine is a mouthwash known because kills 99% of bad breath germs, for a 100% fresh mouth. But what about people who wants whiter teeth? So, in 2016 Listerine launched, in the Italian market, Listerine Advanced White, a smile whitening mouthwash. Instead of create a campaign to explain the product benefit, and then add a promo in store, we found one idea capable of do both things at the same time.

Objective of the Campaign

Our target was young adults, people who care about hygiene and beauty. We want to intercept our target...

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