A year after a New Year’s Eve marketing blitz that
included sponsorship of CNN’s annual Anderson Cooper/Andy Cohen TV special, digital OOH fireworks in Times Square and pop-up activations in New York and Austin, Kenvue’s Listerine will go
social-first this time around. It will welcome in 2026 with a livestream Twitch event.
The oral care brand invites the public to tune to Twitch Dec.31 from 5 p.m. to 7 p.m ET to see and hear
creator @officedrummer, who boasts 250,000 followers, apply his improvised musical skills to turning Listerine mouthwash sounds like “cap clicks, swishes and bottle pops” into :30
anthems.
The event will kick off more than a week’s worth of similar two-hour-long livestreams designed to “inspire fresh rituals for 2026,” according to the brand. In
each session, the streamer will experiment with a custom sound pack, collaborate with viewers via chat to shape the creative direction, and then produces the track live.
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Officedrummer will
return on Jan. 6, along with a “Filipino-American singer-songwriter” who “has chosen not to be named,” the brand says.Then, multi-instrumentalist @mcd00dle, with 64,000 followers, will take the spotlight on Jan.7, before all three creators team up Jan. 9 for a finale that’s said to mark
“Quitter’s Day,” the symbolic second Friday in January when people supposedly give up on their New Year's resolutions.
The Quitter’s Day event, Listerine says, will
result in “a final Listerine swish soundtrack” to be featured in an ad campaign on Amazon audio.
Prior to the, Listerine will be promoting the livestreams with paid media on
Twitch, including two homepage headliner placements during the New Year’s Eve and Quitter’s Day streams. The media plan also includes a targeted Twitch ad buy, with display banners and a
:15 spot “distributed across a curated selection of Twitch channels and livestreams based on alignment with the brand's target audience parameters.”
Listerine’s Amazon storefront is already running a tie-in with the Twitch campaign.