The Brief

To convey the message that Listerine effectively eliminates bacteria and bad breath after each meal, targeting both new and existing customers in general.

Describe how the promotion developed from concept to implementation

Bad breath is one the most embarrassing issues for people when they socialize. We wanted to bring this experience to life through a flipbook. We tried to emphasize how a disastrous bad breath can ruin your social life and how Listerine can help you to solve the problem. As a result, we designed a flipbook with an onion-flavored scent. To induce trial, at the back of the flipbook is a coupon where people can redeem a free sample bottle of Listerine at nearby locations.

Describe the success of the promotion with both client and consumer including some quantifiable results

Redemption rates shot through the roof at 66%. We created a refreshing way for people to stay fresh.

Explain why the method of promotion was most relevant to the product or service

The tailor made flipbook with the onion-flavored scent allowed people to experience how bad breath can ruin your daily life in a very direct and unique way that other media (like outdoor or print) cannot achieve.