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.
  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • On the Edge

    On the Edge

    January 6, 2017
    Expanding beauty brands to watch in 2017