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.
Listerine YouTube case study 2011
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