Listerine YouTube case study 2011

September 2011

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.

Johnson & Johnson's Listerine and their agencies, JWT and Carat, share results from their new YouTube campaign, Mouth vs. Life, supported by mastheads on the YT homepage, TrueView Video Ads and Promoted Videos.
Building a brand in an age of hyper-targeted messaging