- Listerine has spend the last 130 years collecting functional product data. Now, they're collecting scientific emotional data.

- It began with a simple hypothesis: Listerine users care more about their mouths, might they also want more out of life?

- We set out to prove it with The Study of Bold. A blind survey conducted around the world, comparing the boldness of 3,000 Listerine users to the boldness of 3,000 non-users, along 300+ dimensions.

- Findings proved our hypothesis correct to a 95% confidence level.

- We showcased this data throughout all our global work, allowing for regional nuances to the universal theme of boldness.

- Listerine created a global campaign that’s not just inspired by data. It IS data.

- Before this campaign, no one in the industry had directly used data as the insight AND the idea. Let alone on such a global scale.

- We used science to prove a new mouthwash benefit that’s primed to bring in new customers around the world.

-The Study of Bold fielded in the US, UK, Germany, Thailand, and Japan, evaluating 337 dimensions of aptitude, audacity, and experience. We covered arts/style, physical/athletic, mechanical/technical, culinary, romance, and career.

-Across the globe, regions were able to localize their creative, choosing study findings that were relevant in their markets.

- The campaign launched across the world with a reel of TV spots, print, out of home, and radio, all showcasing findings from the Study of Bold.

-In NYC’s Union Square, we kicked off the campaign with a live, interactive demonstration of Bold.

-The campaign has begun to rebrand Listerine’s digital and social presence, including Facebook, Twitter, Snapchat, and Youtube.

-The Study of Bold is finding its way out to the shelves and package designs, as well as professional materials at the dentist office.

USA- Week 2 Results:

- Total Listerine Rinses POS $ sales are up 11.5% v YA

- Website visits are up +58% v Q1

- +2.2k organic views of “Study of Bold Intro Video”

- Over 670 million impressions planned for all US media in the Month of April

APAC- Week 2 Results:

- Total Listerine sales in Korea increased by 28%

- Total Listerine sales in Japan increased by 18%

LATAM- Week 2 Results:

- Over 125MM impressions generated online

Facebook:

- Reached over 28.5MM and accumulated over 5MM video views, with 34.74% view retention

- 4.3k impressions generated on Google alone

- Over 1.1MM people reached via Youtube and Vevo with 4.6k ad clicks

UK- Week 2 Results:

- Sales increased by 20% in the first week alone