Listerine: A Killer Clean
Listerine is an oral rinse that doesn’t just sting — it kills — only because it’s so effective at mowing down mouth germs. Instead of shying away from it, the brand wholeheartedly threatens bad breath with death. Art direction by Jamie Sullivan.
Out-of-home
We used only Listerine flavor colors.
We also made sure to be inclusive of all teeth types.
That includes chipped teeth.
My parents said this “grossed [them] out.”
Activations
Listerine will launch a bottle redesign in the shape and style of gravestones. That way, the last image mouth germs see is one of death.
Gravestone Bottles
A mouthwash bottle nicer than most liquor bottles.
If you know someone whose breath is a crime against humanity, slide their address and number into Listerine’s DMs.
They’ll get a wake-up call — literally. From eerie late-night voicemails to cryptic ransom notes (plus some life-saving coupons), we’ll make sure their breath gets the fear factor it needs.
Breath Threats
A very kindly-worded coupon mailer.
By not killing your bad breath, you risk bad breath killing the vibe. To help people check themselves, Listerine is setting up halimeters in bars and restaurants to measure halitosis on the spot.
If your breath is foul, you’ll receive The Breath Sentence—a mini bottle of Listerine and a not-so-subtle note to use it ASAP. But if you’re in the clear, you’ll score a coupon to keep your breath fresh for the long haul.
The Breath Sentence
Bars should already have this.
Even though Listerine hates bad breath, someone needs to get the word out on its murder. We’ll take out obituaries in newspapers small and big to tell the story of bad breath’s life and demise.
Odor-bituaries
RIP in peace.