• by Fern Siegel , March 7, 2023

New Scope Squeez mouthwash just customized oral care in a cross-platform campaign.

The 15- and 30-second spot “Find Your Zone” launched in English and Spanish. It will also air during March Madness, March 16-26.

Zeno Group is responsible for the creative, which runs onTV, OTT, online video, social and audio. P&G’s Scope Squeez tweaks the oral-care experience.

“We know that a core barrier to mouthwash use is that the strength and freshness of mouthwash is often too much or not quite enough. This particularly resonates with our target audience — Gen Z and young millennials — who are calling for more personalized products tailored to them. You can find your perfect intensity — simply add water and squeeze,” said Luis Restrepo, senior director North America oral care at Procter & Gamble.

The spot invites consumers to find their “Scope Zone.”

Scope Squeez, the brand’s first mouthwash concentrate delivers up to the same number of uses in a palm-sized bottle as a 1L bottle of regular liquid mouthwash.

The product is available in a 50 mL bottle in two varieties: original mint and cool peppermint.

Other Zeno work includes Lenovo, Expedia, Elkay and Hyatt.