LISTERINE Concentrate Refill
Concept Development • Packaging • Content Strategy • Art Direction • Script Direction • Social Media • Ecommerce • Website Content & User Experience
Sustainable Mouthwash: New Product Innovation
Led packaging development and art direction of a digital marketing campaign for Listerine Concentrates, increasing brand visibility and consumer engagement. Talent selection, wardrobe styling, lighting direction, and post-production oversight. Delivered packaging, website assets, ecommerce assets (A+ Amazon content), videos, and social assets.
Through creative storytelling, the primary objective was to ensure consumers understood what the product is and how to use it. Communicating the same benefits of the existing 500mL offering and highlighting bonus benefits such as value, space savings, and more sustainable packaging.
The product won the Good Housekeeping 2023 Sustainable Innovation Award.
Social Campaign
In support of the new product innovation, we created a social campaign across owned channels; Instagram, TikTok, Facebook.
We partnered with the brand’s social engagement leader to create guidelines, content buckets, a calendar, and legally approved final assets. These included teasers leading up to the release, consistent messaging across channels, and videos with our LISTERINE® scientists.
Amazon A+ Content
Creative Team
Creative Director: Paul Owen
Design Managers: Cassandra Cogbill, Melinda Brechbuehler
Designers: Becka Redante, Allison Insel
Videographer: Ross Evison
Insights/Strategy & Copywriting: Danilo Romeiro
Project Management: Corbin Cones, Jessika Ferrer
Solutions: Pablo Ulpiano
Packaging Production: Mark Collier, Brian Steinberger