Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers

Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.

Campaign details

Brand: ListerineBrand owner: Johnson & Johnson Sdn BhdLead agencies: ensemble worldwide, Universal McCannContributing agency: RepriseMarket: MalaysiaIndustries: Oral healthMedia channels: Online video, Point of sale, Social media, TelevisionBudget: Up to 500k

Executive summary

Background: Malaysia is a multicultural and multi-religious country, with Malays being the predominant ethnic group (63.1% of the nation). All Malays are Muslims who practice Islam – the official religion of the Federation.1

Challenge:Listerine is the market leader for mouthwash in Malaysia. However, the category still has low...

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