We used a dance video format to show how Listerine can freshen breath when used properly over 30 days.
Selling Listerine in the UK is tough. Only a tiny fraction of the population uses mouthwash, so this was a category job in addition to a brand job. Additionally there was a legal mandate to tell consumers that using the product regularly for 30 days was most effective. We had the idea of showing the repetition of a morning routine through dance, where repetition is fun to watch. We pitted one twin against another to show how easy it was to add Listerine to your morning.
Agency \\ VaynerMedia London
VP, Group Creative Director \\ Ryan Murphy
Art Director \\ Fatima Nota
Copywriter \\ Lucy Everett