The mouthwash category has a low penetration as most Malaysians see mouthwash as a luxury item, not being an essential part of their oral care. In addition to that, research shows that our target audience, mainly the youth segment think that brushing is enough for oral care and that using mouthwash is a very cumbersome task.

The main contributor to the business has always been the Chinese market, but oddly enough historical data shows that during the Chinese New Year period, the brand experiences it's lowest de-growth compared to the rest of the year. Therefore, Listerine's annual Chinese New Year film has always been critical to reaching the Chinese target audience in order to engage and build relevancy with them for the mouthwash category.

Popular Malaysian YouTuber, Jenn Siow, plays 6 characters, referencing Listerine’s 6-in-1 benefits for oral healthcare.

The story starts off with Auntie Siow (Jenn Chia) trying to take the annual family photo portrait, an important part of every Chinese New Year gathering. Unfortunately, the family (also played by Jenn Chia) is anything but happy – with the newlywed couple fighting, uncle’s complaining about his business suffering, and something causing grandma to be in tears. So “Suay”! (Suay = Bad luck)

Auntie Siow tries to navigate through this sea of family drama, discovering the source of all the “Suay”, and how a simple action could be the solution to bring back prosperity to the family. In a final twist, we discover the drama was taking place inside her mouth all along, and that bad luck could be a part of your year too if you don’t “Swish Away Suay” with Listerine.

Overall campaign has achieved 35.5 mil Impressions & 16.5 mil Views with 48% VTR which is higher than benchmark for a 30 second video (Industry Benchmark: 35 %), while KOL amplification achieved over 29k engagements. Overall long form video (4min 30s) on YouTube achieved a high VTR of 61%, higher than YouTube industry benchmark of 45%.

SoImJenn's content achieved a high 307k reach, 75k 1 minute views & 16.7k interactions on Facebook platform while Instagram achieved 504k reach, 677k video plays & 44.8k interactions. All of which are organic reach and engagement.

Total sales growth by:+4.4% vs January 2022, whilst Total Care varieat (Hero product) grew by +8%, at the same time both, total Listerine & Total Care variant achieved highest in sales as compared to the past 6 months.

Source: Nielsen