Despite being a leader in oral care, Listerine needed to connect with a new generation of consumers to increase its market share.The challenge was to develop a branding campaign to connect with young adults, who typically represent one of the business opportunities with the greatest growth potential among consumers.

Legacy® developed a powerful, yet simple solution. A highly impactful concept, built on Listerine's advanced technology and superiority over its competitors. We identified and exploited customers' passion points to capture their attention with out of home (OOH), digital and point of sale (POS) materials.

Through simple language and communication strategy, Legacy® targeted the main interests of young adults. With the new campaign, Listerine captured the interest of a new generation of consumers and reaffirmed the loyalty of its customer base.