Case was challenged to talk about Listerine to a young audience; executives from VML and Kenvue are the guests in the fourth episode
Work by the then Wunderman Thompson, now VML, for Kenvue, ‘Listerine Bafocalipse’ won a Grand Prix and three Golds at MMA Smarties Brasil 2023.
The brand aimed to reach out to young audiences and, therefore, chose the gaming universe as its medium. To do so, the agency took the initiative to Complexo, a virtual city where people live experiences just like in the real world.
Players saw their characters get sick from bad breath and were only able to get rid of the problem when they found the product. More than 800 live broadcasts were held to talk about the campaign, the number of visits to the brand’s store tripled during the campaign period and there was an increase in e-commerce share, in addition to the dreamed growth in penetration among the young audience.
In another episode of the series ‘Smarties: Effective Creativity and Business Impact’, the editor of propmark Vinícius Novaes welcomes VML’s executive business director, Ticiana Gomes, and Kenvue’s head of business strategy and governance, Gustavo Ban Miranda.
The podcast series with the winners of MMA Smarties Brasil 2023 continues with cases from RGA and LinkedIn, on July 22; AlmapBBDO and Eletromidia, on the 29th; Le Pub and Heineken, on August 5; and Druid and Samsung, on the 12th.
