Campaign details

Brand: Listerine
Brand owner: Johnson & Johnson
Agency: UM Bogotá
Country: Colombia
Industries: Oral health
Media channels: Cinema, Integrated, Mobile & apps, Online display, Online video, Programmatic display, Social media, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Oral care brand Listerine wanted to relaunch itself as the alcohol-free mouthwash leader through a cross-media campaign focused on mobile, where addressable content would be the core pillar to generate greater impact. We achieved this through personalising communications to align with content that users were consuming in real time. This was supported by ATL to increase awareness of the message, resulting in increased sales.

Market background and context