IMPRESS WITH DAZZLING SMILE

TitleIMPRESS WITH DAZZLING SMILE
BrandJOHNSON & JOHNSON
Product / ServiceLISTERINE MOUTHWASH
CategoryA02. Best Use of Magazines/Newspapers
EntrantUNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency:UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Credits

Name Company Position
Cassandra Cheng Universal Mccann Media Supervisor
Carmen Koo JWT Account Director
Gavin Teoh JWT Account Executive
Editorial Team Juice Magazine
Editorial Team Klue Magazine

Results and Effectiveness

The campaign created a substantial buzz amongst young women which drove them to be a part of the smile collection contest at cinema lobbies. We got 800 smiles in cinema lobbies itself. The campaign helped Listerine to achieve 95% of full year target within 3 months. The variant became 2nd largest in the portfolio. As a result, Listerine portfolio grew 35% after the launch of Bright & Clean with no cannibalization into to base business. The campaign dazzled in the Malaysian Media Awards 2009 with 2 Silvers and received the J&J APAC marketing award.

Creative Execution

We decided to leverage exaggeration and humour to make our point via the social & lifestyle magazines - ‘Juice & Klue’ – distributed & read in popular social hotspots. These magazines are read by alpha influencers & anything interesting and funny is bound to be shared by them with friends sitting around & the word would spread fast to become talk of the town. Forming an impression is the key for them and these hangouts is their pad. We did a special buy – “Create a dazzling impression” where, on the page against the ad that had a brilliant shinning smile, the editor put real photos of people scurrying for cover, using shades, their hands, sunglasses etc. Our target audience loved the humor and passed it around gleefully to their friends. We also clicked brightest smiles at cinema lobby and the 101 winning smiles were showcased in the magazine.

Insights, Strategy and the Idea

Listerine launched a new variant – Bright & Clean and wanted to communicate ‘Shine with Brighter Cleaner Teeth’. The objective was to generate a buzz leveraging on the cosmetic benefit of teeth whitening leading to high trials & frequency. Toothpastes always had a monopoly in the share of mouth of teeth whitening and for a mouthwash to gain traction in such a cluttered environment, Listerine had to distinctly stand out and engage the young females who were the key target in an appealing way.We found that mouthwash is not perceived to be ‘cool’ and ‘in’ thing for our target group and the connotation with bad breath reigned supreme. To break this image while promote a mouthwash with a whitening benefit ( a mainstay of toothpastes) and to shatter the clutter we figured that the best way is to leverage exaggeration and humour to make our point via the social & lifestyle touchpoints.