2015 Winners & Shortlists

LISTERINE SCREAM FOR YOUR TEAM

BrandJOHNSON & JOHNSON
Product/ServiceMOUTHWASH
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryPackaging
Entrant Company J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Advertising Agency J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES

Brief Explanation

During this period, all brands small or big are trying to leverage FIFA to attract, engage, build equity and sell. Other FIFA World Cup sponsors like will have 100x the spend and will be able to and will ‘own’ the emotion of the event. We needed to focus on adding value to catching the consumer’s attention and amplifying and their experience of the FIFA World Cup in a totally unique and ownable way for Listerine.

The Brief

Listerine wanted to leverage Johnson & Johnson’s official sponsorship of the FIFA 2014 World Cup to drive brand awareness and trial in the Middle East.

How the final design was conceived

The World Cup is a busy time for mouths. Football fans everywhere shout strategize, stress and celebrate. We wanted to demonstrate that Listerine gives power to your mouth and invigorates every chant and cheer. We needed to focus on the extent a true fan is willing to go to show their loyalty. By developing limited edition packaging we utilized our flag colors from our target audience’s favorite teams to put a little friendly rivalry on to store shelves.

Indication of how successful the outcome was in the market

By June 2014 Listerine, saw a 26% YTD sales growth in the Middle East.

Our main competitors build their equity in the mouthwash category through their toothbrush and toothpaste products. By focusing on our target audience of males and females between the ages of 19 and 29 who perceive that brushing alone is enough and the use mouthwash is only necessary if there is an oral care or breath problem we wanted to leverage an event like the FIFA World Cup to communicate strong brand messages that build equity and most opportunity sells product.

Credits

Name Company Role
Hugo Lucas JWT Dubai Associate Creative Director
Seyoan Vela JWT Dubai Executive Creative Director
Nadia Alken JWT Dubai Art Director
Swati Sholapurkar JWT Dubai Senior Copy Writer
Catherine Mcmanus JWT Dubai Snr Copywriter
Jaafar Atwi JWT Dubai Production Manager
Youssef Gadallah JWT Dubai Associate Creative Director
Anas Al Hakim JWT Dubai Art Director
Stephanie Pagani JWT Dubai Account Director
Rana Saad JWT Dubai Account Manager
Claudine Sidawi JWT Dubai Account Director
Daniel Illustrator