LISTERINE Concentrate Refill
Concept Development • Packaging • Content Strategy • Art Direction • Script Direction • Social Media • Ecommerce • Website Content & User Experience
Sustainable Mouthwash: New Product Innovation
Developed Listerine Concentrates, a system aimed to reduce plastic waste and transportation emissions, which included a starter kit with a reusable 500ml bottle and concentrate refills. The product won the Good Housekeeping 2023 Sustainable Innovation Award.
Led packaging development and art direction of a digital marketing campaign, increasing brand visibility and consumer engagement across website, ecommerce, and social.
Created a visual style that evolved the Listerine brand, while communicating the same benefits of the existing Cool Mint Zero that consumers know and love. Our objective was to translate the added benefits of convenience, value, and space savings through branded content across channels.
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