Listerine: Kong Dou Zhun, Wong Dou Zhun

Chan Su Ling, Chong Jia Ling, Chung Ru Zen

Mouthwash brand Listerine bonded with younger Malaysians around the uncomfortable questions asked to them during family occasions.

Campaign details

Brand: ListerineBrand owner: Johnson & JohnsonLead agency: Ensemble Worldwide, Universal McCannContributing agencies: ASTRO, Creative WalkCountry: MalaysiaIndustries: Oral healthMedia channels: Merchandise and free gifts, Mobile & apps, Online video, Packaging & design, Point-of-purchase, in-store, Product sampling, TelevisionBudget: Up to 500k

Executive summary

Premium mouthwash brand Listerine is the market leader in Malaysia, but it was experiencing a sales decline, particularly during Chinese New Year (CNY). Chinese Malaysians have always been the main market for the business; but oddly enough, it was during CNY that the brand...

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