Mouthwash is a highly underpenetrated category in Asia. Most consumers don’t know what role mouthwash plays. For decades, mouthwash ads have typically relied on product claims, functionality, oral health factoids and product demonstrations. In April 2016, we led the launch of a new campaign across Asia that instead connects the brand to consumer lifestyles to help grow the category.
Armed with the insight that Listerine users seem to have an extra edge to them, Wunderman Thompson helped design “The Study of Bold”, a survey of 6,000 people (half of whom use Listerine, half who don’t) in six markets. The study found that Listerine users indeed live bolder lives, as 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.
For the “Bring out the Bold” campaign in Asia, Wunderman Thompson's regional J&J hub team leveraged popular culture to create a series of memorable characters that bring the appeal of Listerine-led boldness to life. The characters include the Fearless Warrior, who’s 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.
The campaign ran across APAC and helped grow Listerine’s #1 Market Share in Japan and increase business in Korea by 28%.