Breaking News

Listerine Goes Big for World Cup

July 2, 2014

Listerine has launched its biggest global marketing social campaign, “Power To Your Mouth,” for the FIFA World Cup. From the pre-tournament build up, through the final whistle, the Listerine brand reacts to the news of the day, recaps the biggest matches and connects with sports and brand enthusiasts through its social channels and the hashtag #PowertoYourMouth, said its maker, Johnson & Johnson.

“This campaign represents the first time one of our consumer brands has leveraged real-time social marketing on a global scale,” said Gail Horwood, VP-worldwide digital strategy for Johnson & Johnson Consumer Companies, Inc. “We are harnessing the power of a major global event to connect with football fans by helping them fuel conversations about matches in a highly relevant way.”
 
Two newsrooms with sport experts and illustrators have been set up in New York City and London to deliver the real-time content in English and Spanish on Twitter @listerineglobal and Arabic, Portuguese and Italian as well as Facebook.

Mike Marquis, global VP, Listerine, called the campaign “an extension of our global advertising campaign and stands for empowering consumers to have healthy mouths. We know the mouth goes through a lot every day. There is no better way for us to express all those nail biting and exciting moments a fan experiences than through this campaign.”

To maximize reach and engagement, Listerine is optimizing digital advertising in Facebook and Twitter by allocating dollars in real time to tweets and posts that perform the best. Oral care messages will be incorporated using the same tone, which will focus on how the brand provides deeper cleaning than brushing alone.

Beyond the social component, a new TV spot was deployed in 40 countries and consumer promotions to win special prizes, in-store activities and in-stadium signage are also part of the campaign.
  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.