LISTERINE – GLOBAL BRAND PLAYBOOK

BACKGROUND

Listerine wanted to unify and elevate its brand presence and strengthen connections with a diverse global consumer base. With growing competition and evolving consumer expectations, Listerine needed a strategic approach to maintain leadership while adapting to global markets.

STRATEGY

Led the strategic framework and direction for the global brand positioning and playbook, recognizing the universal desire for effective oral care and the varying perceptions of self-care across cultures. Positioned Listerine as not just a mouthwash, but a vital component of daily health routines. Emphasized the brand's heritage, scientific credibility, and commitment to sustainability, appealing to health-conscious consumers who value authenticity and efficacy. Leveraged the powerful, emotional connection of healthy smile to drive brand loyalty and engagement.

CREATIVE EXECUTION

A comprehensive global brand playbook was developed to define Listerine’s identity, messaging, and visual ID. The playbook provided detailed guidelines for global consistency while allowing local customization, ensuring the brand’s story was both universally relevant and adaptable to different markets.