Johnson & Johnson - Listerine
Bring out the Bold / J. Walter Thompson Singapore
For decades, mouthwash ads have typically relied on product claims, functionality, oral health factoids and product demonstrations. In April 2016, J. Walter Thompson led the launch of a new campaign across Asia that instead connects the brand to consumer’s lifestyles.
Armed with the insight that Listerine users seem to have a little extra edge to them, J. Walter Thompson helped design “The Study of Bold”, a survey of 6,000 people (half of whom use Listerine and half who don’t) in six market. The study found that Listerine users indeed live bolder lives: they’re more likely to sky dive, dance in public, volunteer, eat exotic foods, start their own company, plan a trip and leave on the same day, juggle, stand up to a bully, and do card tricks.
In Asia, J. Walter Thompson Singapore’s regional J&J hub team leveraged popular culture to create a series of memorable characters to bring the appeal of Listerine-led boldness to life: the Fearless Warrior, inspired by a famous food blogger, Handsome Teeth, which riffs off Asia’s K-Pop mania; and the Salesman, the go-get-‘em guy with the confidence to upsell anything to anyone.
So grab some Listerine. And Bring Out The Bold.