Listerine
A Killer Clean
Strategist: Andrew Bell
AD | Designer: Andrew Bell
CW: Andrew Bell
Insight: Listerine is a deadly weapon for oral health, killing 99.9% of germs and bacteria.
Idea: A Killer Clean: Listerine is an oral rinse that doesn’t just sting — it kills, because of its effectiveness at mowing down mouth germs. Instead of shying away from the fact, the brand celebrates its killer edge and dancing on the graves of all that cause bad breath.
BOTTLES BEHIND BARS
Locked away for countless counts of murder of mouth germs, all of these prototype Listerine bottles will be placed in maximum-security containment in drugstores. Only by showing a mouthwash permit will an employee surrender custody of the deadly liquid to customers.
GRAVESTONE BOTTLES
Listerine will launch a bottle redesign in the shape and style of gravestones. That way the last image mouth germs see is one of death.
