Listerine: Invented a fictional influencer that reignited a legacy brand

With 70% of its target audience having little or no awareness of the product, Listerine needed to both educate newcomers while invigorating its image in oversaturated oral-care market.

Through the big idea “Ready for Everything,” we turned an otherwise boring oral-care routine into pop-culture by through with a unique comedian and music partnership.

• Created comedy sketches with TV comedian Simon Gosejohann as “Beate Frische,” weaving Google’s top-searched mouthwash questions into humorous, shareable shorts
• Launched a music-video campaign on YouTube, introducing freshness to millions of new consumers
• Created a real-world “street challenge” digital campaign featuring genuine users to showcase product benefits in action
• Production of all assets
• Our actions created a 35% lift in ad recall, 32% increase in purchase intent – the best in class, and brand engagement 70% higher than category average.