Campaign details

Brand: Listerine
Brand owner: Johnson & Johnson Sdn Bhd
Lead agency: Ensemble Worldwide
Country: Malaysia
Industries: Oral health
Media channels: Email marketing, Merchandise & free gifts, Online video, Other & ambient media, Point-of-purchase, in-store, Television
Budget: Up to 500k

Executive summary

Mouthwash brand Listerine had declined in sales for three years straight during Chinese New Year (CNY). As mouthwash is largely purchased by Chinese, most see it as 'nice to have' and rather spend on CNY essentials or switch to cheaper brands. How did we get the Chinese to buy Listerine during CNY?

Trawling social media, we found the one area everyone needed a confidence boost in – the awkward, no-filter questions family members ask when they visit. Could Listerine inspire Malaysians to have confidence answering these awkward questions?