Listerine 'Cleaning the Nation'

The UK population lives up to the negative stereotype that we don’t care about our teeth. 66% of UK adults have visible plaque and over 50% admit to neglecting taking care of their teeth.

Listerine, the UK market leader for mouthwash, knew they had a challenge on their hands. In order to achieve our business goals of increasing penetration and brand uplift against our superior product claims of ‘5 times more effective’, we needed to find an original and innovative way of making our audiences care about mouthwash. What they do care about is their local communities. Listerine’s Media Strategy “Reveal A More Powerful Clean” is built around dramatising the full cleaning power and the 5 x more effective claim to life in a tangible way. We pulled on two powerful levers to connect to our audiences. The rise of #CleanTok and the strangely satisfying ASMR experience of watching something become cleaner, led us to a partnership with the Secret Media Network to refresh beloved landmarks across the UK with a series of jet-washing activations. The idea of ‘Cleaning the Nation’ was born. The campaign transformed landmarks with a much-needed makeover, whilst bringing Listerine’s ability to powerfully clean to life.