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By Danielle Long, Acting APAC Editor

January 10, 2023 | 1 min read

Listerine Malaysia has launched a fun, quirky campaign to promote the oral care brand in the lead-up to Chinese New Year.

The campaign is called, ‘It’s time to swish away suay!’, - suay means bad luck. It depicts a family trying to capture the perfect family photo, only to experience several setbacks due to poor oral care.

The online film stars Jenn Chia, a Malaysian content creator and social media influencer known for her comedic characters, including the ad’s central character “Auntie Siow”.

The campaign, created by Mediabrands Content Studio (MBCS), will run across digital and social channels through CNY, and will be supported by activations where consumers can try Listerine products.

Listerine Creative Works Brand Strategy

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