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SKILLMAN, N.J. — Listerine is once again joining forces with Black-owned creative agency Compound to launch the next installment of The Whoa Collection, a collaboration reinforcing the company’s commitment to help close the diversity gap in dentistry within the Black community.
Kenvue's Listerine brand features a portfolio of mouthwash and other oral care products, has rolled out this year’s The Whoa Collection, a creative combination of varied and sensory stimulating media from prominent Black artists Hebru Brantley and Frank Morrison and multi-award-winning artist and rapper Common.The collection is designed to raise awareness, inspire long-term support, and ultimately improve representation in the dental community.
The collaboration includes the launch of limited-edition mouthwash bottle art designed by Brantley and Morrison, emblematic of each artist’s signature afro-futuristic style. The bottles are available only at Target and online at Target for a limited amount of time, the company states.
The campaign also features a social and digital content, as well as a unique documentary directed by Compound’s Set Free Richardson, to further spotlight the brand’s mission to help close the diversity gap in dentistry within the Black community, emphasize the need for representation in healthcare, and showcase the inspiration behind the program’s various artwork. The documentary will be available to watch on Listerine.com and Listerine social channels.
It also spreads awareness and support for Increasing Diversity in Dentistry Pipeline Program (IDID) - a growing non-profit that supports cultivating, nurturing and mentoring underrepresented minority pre-dental students in the US – as the brand makes a $150,000 donation to the organization to help students through test preparation, application assistance, scholarships and practice grants.
