• by Sarah Mahoney , Yesterday

Listerine’s new “ “Wash Your Mouth” campaign aims to reframe mouthwash as a daily hygiene essential — not just a breath fix. To make the point, the Kenvue-owned brand tapped Tony-winner Cynthia Erivo (and insured her smile for $2 million). Kamran Shahzad, U.S. head of commercial for oral care, spoke with Marketing Daily about category blind spots, sensory aversions, and the surprising appeal of mouthwash that makes you wince.

This interview has been edited for length and clarity.

Marketing Daily: This new campaign takes the idea of mouthwash, something most of us think of as a product, and tries to turn it into a verb. Why?

Kamran Shahzad: Listerine’s mission is about helping consumers recognize the importance of what mouthwash means, in terms of having an essential step in the oral care routine. People get up every day, shower to wash their bodies, and wash their hands. And while they clean their teeth, they don’t think about washing their mouth -- their whole mouth.

We want them to see mouthwash as a step that is as essential as brushing or flossing. And that it’s about more than just fresh breath, but also oral health -- including gum health and cavity prevention. This is very much a “whole mouth” push, repositioning mouthwash as essential.

Marketing Daily: What problems does the new positioning solve?

Shahzad: First, just this idea of making mouthwash essential, and this reminds people we’re a brand with 100 years of science behind us. But a second barrier is sensorial preferences. Some people don’t love the feel of alcohol.

Marketing Daily: Yes, Listerine does make you wince a little, doesn’t it?

Shahzad: Our research shows there’s a 50/50 split, with people on both sides of the spectrum. Some people want a mild experience, while others want something very intense. That’s why we offer a broad range.

Marketing Daily: How does Cynthia Erivo fit in?

Shahzad: The campaign kicked off in May, and we just dropped the spot with Cynthia. And we’re insuring her mouth for $2 million, which is a news hook for us. She is someone known for her famous mouth -- and her smile -- and she is a longtime Listerine fan.

She’s larger than life right now. She was just the ideal spokesperson for this -- she is authentic and has a strong affinity for the brand. And while we want to engage everyone on this “whole mouth” conversation, we're seeing the majority of the growth in the category from younger consumers. We’re activating her messaging digitally and on social, especially TikTok and Instagram, to help us unlock this new audience base.

Marketing Daily: And that’s new, interest from younger people?

Shahzad: Yes. Our core consumer tends to be an older consumer, in the boomer generation. 

Marketing Daily: What else is special about the media plan?

Shahzad: Ads with Cynthia complement a council of different influential voices: foodies, musicians and podcasters. They’re all authentic ambassadors, each with a distinct voice. We’re also reaching out to healthcare professionals more, as we're seeing the social media lines blur between consumers and professionals.

Marketing Daily: Can you say how much you’re spending on this campaign?

Shahzad: No. But I can say it is a very big deal for us, partnering with a celebrity at this level. But we’re also amplifying the level of reach that's required. In addition to the social and digital activations, we’ll be on TV, and are doing lots of retailer integrations. That includes a very exclusive retailer execution with Walmart and Amazon.

Marketing Daily: What’s the end goal? How will you assess whether you are changing people’s habits?

Shahzad: Success means driving household penetration -- bringing in new users and helping them build better oral health habits. And yes, of course, we want to grow sales.