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Start a conversation about Listerine's mouthwash outside of the store, creating relevant content to improve spontaneous brand recall.
Listerine, the number one mouthwash brand in the world, protects every mouth, including the ones that are considered "dirty" because of the thing they say and how they say it.
By collaborating with urban artists, we intervened multiple graffitis located in the busiest streets and avenues of Buenos Aires City, written by authentic "dirty mouths", changing their rude messages by fresher and more positive ones.
The campaign ran in META, where it had an investment that represented only 7% compared to the global campaign, which launched in May of the previous year and ran simultaneously with "Dirty Mouths". In this context, "Dirty Mouths" was more efficient: