In 2011, Listerine set out to do two things: challenge perceptions of the brand and category and connect with people in a fun and involving way. To do this, they partnered with JWT and YouTube to create a video that characterised what people put their mouths through on a daily basis. The results? More than 2m views on YouTube and increased engagement with the brand, as well 55m impressions from the YouTube masthead.

September 2011