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Listerine had typically been a brand about functional benefits like germ fighting, plaque busting, and gingivitis prevention -- all of which can be easily co-opted by other mouthwashes.


With this campaign, we sought to give Listerine an ownable positioning that would give it permission to extend into all new areas of oral care, from tooth whitening to floss to gum.

About the project


Power to

Your Mouth


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