- Listerine wants people to add its product to their oral care routines, and the brand has enlisted one of the world’s most famous mouths and voices to do so.
- The brand has launched a new marketing campaign, “Wash Your Mouth,” to encourage people to incorporate using mouthwash into their oral care routines, alongside brushing and flossing, with whole mouth cleanliness.
- To underline the importance of mouth cleanliness, the brand has taken out a $2 million insurance policy on Erivo’s mouth, as it is a valuable asset for the singer and actor.
“We’re ecstatic to collaborate with the iconic Cynthia Erivo to help consumers recognize the importance of mouthwash,” said Kamran Shahzad, U.S. head of commercial, oral care at Kenvue, in a statement. “Together, we’re making a bold move to help protect one of the most recognizable mouths in Hollywood because we’re confident that Listerine guarantees a healthier mouth.”
To further drive home the importance of mouthwash as a part of oral care, the company has created “Wash Your Mouth” kits that include a Quip toothbrush, dental floss, Listerine Total Care Alcohol Free and a “swish cup.” The kits will be available on a first-come, first-served basis beginning Aug. 4 through the brand’s social media channels.
