Listerine

BRAND STRATEGY · COPYWRITING · KEY VISUAL DESIGN

Target Audience: Dentists, healthcare providers

Campaign Purpose: Backed by impressive new research findings, Listerine wanted to bolster its position as a tool for reducing plaque between dental visits. They needed to communicate this message to dentists — but without demonizing brushing and flossing.

Much of the communication aimed at professionals is dull, dry, and doesn’t break through. Our goal was to balance the need to treat DHCPs as experts with the need to spark interest. We used unexpected metaphors and a colloquial tone of voice to break through the noise and deliver a strong message of prevention, protection, and an easier option to increase patient compliance.