Cannes Lions

LISTERINE

CARAT, London / JOHNSON & JOHNSON / 2012

Film
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Overview

Entries

Credits

Overview

Execution

YouTube was the natural environment through which to reach our video hungry audience. We partnered with YouTube to create an interactive brand channel that allowed users to choose what challenges our gum and teeth characters had to face.‘Things You Drink’ was the most popular challenge among our users. This saw a nine foot long straw, literally a water cannon, spraying tons of sugary drinks on our Mouth heroes. It was closely followed by ‘Things You Bite’ featuring a gigantic finger poking the talking tooth, followed by a monster lollipop landing on the Mr Gum.All of the challenges featured as YouTube traffic driving ad formats that resulted to a total of 2.5 million channel views, 1.7 million of which were earned, in addition to 2,650 blog and press articles –talking about a mouthwash!

Outcome

73% of consumers exposed to Mouth vs Life now agree that "My mouth goes through a lot everyday"The YouTube Mouth vs Life channel was 37% more impactful than Listerine TV advertising at communicating the key message “I should do a lot more for my mouth".2.5 million channel views, 1.7 million of which were earned, in addition to 2,650 blog and press articles.Econometric modelling proved that Mouth vs Life delivered 372% higher ROI than standard TV advertising benchmarks.Who said mouthwash was a low interest category?

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