By Jennifer Faull

Listerine wants to engage a younger generation with the pan-European online campaign to bring them something more “thought provoking” than the traditional advertising associated with mouthwash.

The idea behind the activity ties with its most recently lunched product, ‘Listerine Advanced White’, which it has previously positioned under the ‘Power of a Smile’ tagline.

“The product engages a younger audience who hadn’t considered mouthwash. So [with the campaign] we wanted to speak to them in a way that was more captivating and engaging,” brand manager Alice Lovell told The Drum.

The activity centres on a mobile app that uses augmented reality and facial recognition Read full story ›

Source: The Drum