Listerine

The Study of Bold

Using Listerine is a smack-in-the-face experience. The brand didn’t want to just suggest that people who used it carried that boldness throughout their day. They wanted to verify it.

Yes, this was a real study. Seriously.

Concept

For Listerine, a brand built on numbers like “99.9%” and “4 out of 5,” we asked—why not use numbers to prove an emotional benefit?

Execution

A global survey revealed facts and insights that we amplified through:

  • :30 TV spot

  • Attention-grabbing print and OOH

  • Terrestrial radio and streaming ad reads

Listerine surveyed 6,000 people across the US, UK, Germany, Thailand, Japan, and Brazil. Within a 95% statistical confidence it found that its users made bold choices throughout their days.

You can read it in the graphics below.

(Classic Gary.)

A lot of companies make big claims about their products. Listerine wanted to verify it.

The results were conclusive:
People around the world who used Listerine live bold. While interning at JWT, I was able to produce the first work of my career by contributing to the writing in this campaign across OOH, print, and audio.