Listerine Ready! Tabs launch

PROBLEM
Listerine’s new product, Ready! Tabs, had a massive hurdle to jump on its launch: it’s a solid tablet that you chew, swish it around and then swallow. It’s an experience unlike gum, mints or anything else in the category, not to mention we’ve been told our entire lives to never swallow Listerine. Our task was to educate the public on the what and how of this exciting product innovation.

IDEA
Starting with only two traditional assets, we created an entire digital and social campaign to explain, educate and entertain our target audience. We created social assets that explained an entirely new product in the social friendly format of :10s with no sound. We launched a GIPHY page to help our social team show the target that it’s ok to swallow the product while also avoiding the pitfalls of talking about swallowing on the internet. Our site used illustration to explain in further detail the many questions that come up when we talk about the product (“So how come I can’t swallow mouthwash?”).