Listerine Pocket Paks
Spec Campaign
After a toasted Everything Bagel with cream cheese and a black coffee, you don't just have bad breath. You have the breath of an ornery, fire-breathing dragon.
When you wake from a fitful sleep after a long night out that maybe—probably—can't you remember?!—definitely didn't end with you brushing your teeth, you don't just have bad breath. You have the breath of a garbage-picking old hound dog.
When you... You get the picture.
Out of Home
Guerilla tactics will be used in men's restrooms. Strategically placed stickers will turn any man trying to look in the mirror into one of the bad breath creatures.
Digital
A microsite will allow those who do not encounter the stickered mirrors to morph into dragon, dog, or toilet breath.
Social
The brand's twitter page will use the hashtags #DogBreath, #DragonBreath, and #ToiletBreath for relevant bad breath tweets.
