Listerine's sales were flat-lining after decades of clinical, claims-led advertising.
They needed a new brand campaign to re-energize the world's mouths into swishing again.
So we had a simple hypothesis:
If Listerine users care more about their mouths, might they also live life a little bolder?
We sought out to prove this emotional benefit with data, and created The Study of Bold.
Our data loosely correlated the use of Listerine with being bold in life in a tongue-in-cheek way.
Every culture has its own way of being bold, so our campaign allowed us to nuance each execution using data
that was relevant to the region. What resulted was a global campaign that still lives on in 86 different countries.