One of the world’s leading mouthwashes created a breakthrough product: a conveniently sized oral strip that dissolves in the mouth instantly, leaving it fresh and clean in seconds. It was named Listerine PocketPaks (LPP). Mints and gums were no match for LPP. Thus, when it arrived in the Philippines, client wanted to create the loudest buzz to maximize the market’s awareness for this innovative product.

The agency targeted influencers and trendsetters such as movie and TV personalities, DJs and newspaper columnists—celebrities who charge millions in endorsements. These VIPs are bombarded by direct mail daily. We created an interactive board game challenging the VIP to a round of Truth and Dare. The VIP ate squid flakes, a local snack famous for its deliciously spicy flavor yet notoriously stinking odor. It left the VIP with foul breath, urging him to sample a strip of LPP. In seconds, LPP eliminated bad breath. This involvement device clearly demonstrated the power of LPP.

Word spread like wildfire! LPP was featured for free by these VIPs 61 times over print and radio within four months: in a 1000-word article in the nation’s leading business daily; in Manila’s top-rating radio stations and TV programs; and during a 30-minute radio interview. The response to the pack was so overwhelming. In fact, actual publicity mileage was equivalent to US$25,000 considering that the project cost only US$5,000 to produce and implement. Apart from this, we received a 6% response rate from these VIPs requesting for LPP samples to be sent to their friends.