Cannes Lions

LISTERINE MOUTHWASH

JWT GERMANY, Hamburg / JOHNSON & JOHNSON / 2011

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This ad is part of a campaign called "The Bathroom Concerts". In each ad a different famous classical melody is 'sung' - with a mouthful of Listerine mouthwash. That's what makes the bathroom concerts unique and different.

It is a fun take on the fact that people tend to sing in the bathroom in the morning. And at the same time it is a strong marketing approach: Listerine is the oldest working full formula mouthwash of the world - a true classic.

In Germany, some other brands have tried to claim this - so this campaign protects the brand space in a fun way.

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