
Listerine
Listerine: Bringing Out The Bold in APAC Listerine used oral health as its communications approach in Asia-Pacific, with messaging focused on its mouthwash’s ability to kill germs that cause plaque, gingivitis and bad breath, as well as its ability to whiten teeth. But mouthwash is a nascent category with low relevance and low penetration in the region, and oral health and whitening benefits didn’t resonate with Asia-Pacific consumers. Allison+Partners needed to...