We decided to focus mainly on magazines creating unique executions that provided us with notoriety while informing the benefit of Listerine Whitening. To accomplish this we set out to WHITEN THE REAL CONTENT OF THE MAIN MAGAZINES IN THE COUNTRY!!!So we set out to “spill” some Listerine over the actual editorial content of magazines, “whitening” it and thereby showing how Listerine Whitening “whitened” the texts of the articles just as it does with teeth.We worked together with the editorial department of each magazine. Initially they opposed to the idea of having their texts “whitened”, but finally and thanks to the innovative power of the idea and the persistence of the agency, we convinced the media directors to let us do something which was –until now- impossible: Give a product the chance to “whiten” the texts written and designed by true journalists of such magazines.

We situated ourselves right in the spotlight by strategically placing the creative executions in special editions of Colombia’s most popular magazines such as SOHO, Semana and Cromos. Having been special editions, the magazines increased their usual circulation in over 15%, thereby increasing the target coverage and as a result, decreasing the cost per impact initially projected for our client. Moreover the magazines took care of printing, sparing the client production costs.