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.
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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.