Listerine: Bring Out The Bold by J. Walter Thompson Singapore

For decades, mouthwash ads have typically relied on product claims, functionality, oral health factoids and product demonstrations. This month J. Walter Thompson led the launch of a new campaign across Asia that positions Listerine as a lifestyle brand.

Armed with the insight that Listerine users seem to have a little extra edge to them, J. Walter Thompson helped design “The Study o f Bold”, a survey of 6,000 people (half of whom use Listerine and half who don’t) in six markets – including Japan and Thailand, in Asia.

The study found that Listerine users indeed live bolder lives: they’re more likely to sky dive, dance in public, volunteer, eat exotic foods, start their own company, plan a trip and leave on the same day, juggle, stand up to a bully, and do card tricks