Kenvue refreshed the Listerine brand and added the new Medicated Listerine Total Care Zero Plus Super Mild. Chocolate Planet was appointed as brand ambassadors, and the company released a new web commercial and recorded social media content in a public-recording format.
Kenvue announced the first Listerine brand refresh in 18 years, unveiling new packaging and adding the new “Medicated Listerine® Total Care Zero Plus Super Mild” to its lineup. The new packaging is designed to make it easy to see the “six benefits in one bottle” and the level of stimulation, as well as to distinguish whether it contains alcohol.
As part of the refresh, the company appointed Chocolate Planet as brand ambassadors and unveiled a new web commercial. The commercial features performances in costumes designed as oversized bottles, with all 7 videos scheduled for release sequentially from 29 September.
The presentation also included the recording of social media content in a public-recording format, with the performers discussing and introducing Listerine’s features and usage habits. The recorded content is expected to be released later on the company’s official YouTube channel.
The new web commercial campaign, titled “Chocolate Planet: Six Major Oral Problems,” includes videos with running times of 15 seconds, 60 seconds and 6 seconds, highlighting benefits such as periodontal disease prevention and ultra-low stimulation. Kenvue says it aims to improve oral care habits in Japan by raising awareness of the brand refresh and new product.