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.
blog comments powered by Disqus
  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Jam On It!

    Jam On It!

    Melissa Meisel, Associate Editor||September 19, 2016
    Jamberry sees success in artsy nail accessories.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • A Sweet-Smelling Sanctuary

    A Sweet-Smelling Sanctuary

    Melissa Meisel, Associate Editor||September 1, 2016
    Home fragrance is enhanced by aromatic developments in delivery and components.