The image of the campaign showed 2 superheroes, one that whitens and the other that strengthens.So we took the most readable magazine with more affinity with the target to allow our superheroes develop their powers on its cover.From media, we seek for the resource that could help our superheroes to show the powers of the product.Thus, the first superhero was commissioned to demonstrate his power through the strength of the cover and the second one was on a mission to show that the whitening power was so strong that it could even whiten the title of the most important mag of the target ... Soho Magazine!

According to reports from J&J, sales of Listerine Whitening have grown by 46%, surpassing the initial goal of increase sales by 9%. Additionally, the campaign generated a high impact as the TOM advertising increased by 13%, going from 40.4% to 45.7%.