A Killer Clean
Listerine
Listerine is an oral rinse that doesn’t just sting — it kills — only because it’s so effective at mowing down mouth germs. Instead of shying away from the fact, the brand is leaning into it with all its weight with ads that threaten bad breath and its buddies with death.
Gravestone Bottles
Listerine will launch a bottle redesign in the shape and style of gravestones. That way the last image mouth germs see is one of death.
Breath Threats
If you know someone whose breath is way out of line, DM their address and phone number to Listerine’s socials.
They’ll receive a harrowing reality check — along with some coupons — to get their serial sour breath on track. From breathy 1 a.m. phone calls to ransom notes and more, we’ll murder malodorous mouths once and for all.
License To Swill
99.99% of bacteria is not enough. Striving to make a stronger product, Listerine will test a new prototype formula with the ultra-powerful Everclear as the inactive alcohol ingredient.
The only way to get these bottles is by taking a mouthwash safety test on Listerine’s website. Upon completion, a permit is added to your Apple and Samsung wallet that you can show at applicable drugstores to make your purchase.
Bottles Behind bars
Locked away for countless counts of murder of mouth germs, all of these prototype Listerine bottles will be placed in maximum-security containment in drugstores. Only by showing a mouthwash permit will an employee surrender custody of the deadly liquid to customers.
The Breath Sentence
By not killing your bad breath, you risk bad breath killing the vibe. Listerine will give the smelly masses a chance to check themselves in bars and restaurants with halimeters that quantify halitosis.
If it’s foul, you’ll be assessed The Breath Sentence — a complimentary mini bottle of Listerine and an urgent note to use it ASAP. If your breath is relatively fresh, you’ll be rewarded a coupon for Listerine so you can keep it that way.
Odor-bituaries
Even though we hate bad breath, someone needs to get the word out on its murder. Listerine will take out obituaries in newspapers small and big to tell the story of bad breath’s pitful life and painful demise.