An Ad campaign for Listerine(R) Cool Mint with Bad Breath as emphasis. (The Project brief was titled “Bad Breath”) . The result was to find a solution for Bad Breath (preferably a mouth-wash). My choice was Listerine Cool Mint as Listerine’s unprecedented success at being ranked the most popular Mouth-wash brand was primarily due to their brilliant ads and more recently, campaigns.
Taking on Listerine and figuring out its selling point, was a tough 3 week challenge. Nevertheless, some good concepts and strategies were brought to light (with of course the usual dig-around and toil )
The main idea behind the campaign is the importance I threw at the process that every Listerine user undergoes while using the product. My prescribed process of the usage of Listerine was conceived as such:
1. Intake (a lid full of the liquid product)
2. Swishing
3. Spitting
The 3rd Point would become the main pillar of my Campaign idea. The point was to simply quote the message that Listerine removes bad breath by getting out the food’s odour when we spit.
Smelly Foods I chose to work with (to bring this idea to life) were:
1. Fish
2. Egg (bullseye)
3. Garlic
Using Listerine as the graphic medium these 3 elements were implied throughout the campaign to convey the message, “Spit out the odour”.
Print Ad:
The idea for a print ad, from the perspective of a Listerine user.
The fish was conceived on Photoshop with corresponding brush tools to create a rough silhouette which was later painfully developed into a convincing fish made out of Listerine.
Making of Listerine Fish
Since the campaign was aimed at a local audience, for the Republic of Singapore, and since no campaign in Singapore is ever complete without using transport as a mode of advertising, a corresponding idea was created for display on the Mass Rapid Transport System.
Spit Stickers:
Floor stickers in the form of splashes (and food) were to be stuck on the floor surface of the trains.
I developed the bullseye (egg) especially for this purpose using certain reference images on the internet …
Listerine Egg:
Used in its proper medium, it was applied on panel ads and the ambient medium as such:
Image Courtesy: MRT Advertising
Making of the Egg:
The Fish was also made a panel out of:
The idea was further exercised to make a better impact by using Restaurant Washrooms as an alternative medium.
Stickers on basins were stuck to impact an unassuming audience, once they just finish eating and visit the washrooms.
The Last element, Listerine Garlic, created in a similar fashion to the previous two:
Even though the concept was all mock, the implementation makes it all relevant and is ready to go.
