SKILLMAN, N.J. — This summer, LISTERINE is on a mission to get everyone to wash their mouths by reframing mouthwash as an essential step in consumers’ oral care routines, just as washing your body is an essential step for your overall hygiene routine. To raise awareness for why people should wash their mouth, the brand is tapping the award-winning actor, singer and cultural icon Cynthia Erivo to lead the conversation on the importance of a strong oral care routine across media and retail channels.
Recognizing that Cynthia’s mouth is her most valuable asset, LISTERINE is helping keep it in top condition with a $2MM insurance policy.
“We're ecstatic to collaborate with the iconic Cynthia Erivo to help consumers recognize the importance of mouthwash,” said Kamran Shahzad, US Head of Commercial, Oral Care at Kenvue. “Our new Wash Your Mouth™ campaign seeks to educate consumers that while brushing and flossing start the oral care routine, LISTERINE mouthwash completes it. Together with Cynthia, we’re making a bold move to help protect one of the most recognizable mouths in Hollywood because we’re confident that LISTERINE guarantees a healthier mouth.”
“Oral care has always been an important part of my self-care routine,” said Cynthia Erivo. “What I love about partnering with LISTERINE is that they are committed to making sure a basic daily routine is executed thoroughly. Brushing and flossing is important, and with the final touch of using LISTERINE Total Care Alcohol Free mouthwash, I know my mouth is super clean and that means I really am ready for anything.”
To help consumers realize that mouthwash is an essential step for a healthier mouth in their daily oral care routines, LISTERINE is launching an exclusive Wash Your Mouth Kit. Designed to elevate fans' regular morning and nighttime routines, the Wash Your Mouth Kit includes the essentials for a strong oral care routine, such as LISTERINE Total Care Alcohol Free, “Swish Cup,” quip toothbrush, dental floss and more self-care must-have items. The kits will be available on a first-come, first-served basis starting Monday, August 4th, via the LISTERINE brand’s social media channels. To enter the giveaway, fans must follow @listerine on Instagram, like the post, tag two friends and comment with #LISTERINESweepstakes.
