Tag: Listerine Malaysia

Kuala Lumpur, Malaysia – As we come around the corner of Chinese New Year festivities, oral care brand Listerine in Malaysia has cooked up a quirky and good-vibes campaign that sees it playing around the relatable ‘feat’ of capturing a decent family photo. 

The campaign, dubbed #SwishAwaySuay where ‘Suay’ means bad luck, shows a family finding it a challenge to take a photo that would have everyone showing a genuine, bright smile. The reason for such is each member’s personal burden becoming evident in their iffy dispositions.

The comic short is, in fact, quite a one-woman show, with the characters played by a single person – local content creator Jenn Chia. The popular social media personality is known for her comic fictional portrayals, and the campaign sees all of them unite in one space, led by Jenn’s famous persona ‘Auntie Siow’. 

IPG Mediabrands’ Mediabrands Content Studio (MBCS), which is the one responsible for the creation of the campaign, said that Jenn was an obvious choice to collaborate with, in order to relate across all ages. 

“We created the storyline with her in mind, because we love her versatility and creativeness, and gave her full creative licence to utilise all her famous characters and write the script together with us,” said Andy Ng, head of performance content & social. 

“Every year, we challenge ourselves to keep things fresh and engaging for Listerine. Rather than going the traditional route, we looked to present [out-of-the-box] entertainment to connect with our young consumer,” he added. 

The storyline finds its resolution with everyone taking the Listerine mouthwash to metaphorically ‘wash away’ bad luck – Suay – and be in a blissful state, ready for the perfect family photo. 

#SwishAwaySuay kickstarted with Jenn’s video on her Instagram account @soimjenn. According to MBCS, the video garnered up to 20,000 likes in just 12 hours. 

Tracy Foo, senior brand manager of Listerine, said, “We’re always looking for new ways to innovate Listerine as a brand, and this year has been no different. The MBCS team has once again presented us with a trendy idea that intersects well with our brand and cultural insights, while Jenn has truly brought to life a myriad [of] different characters, with friendly festive family banter that is so relatable across ages and even cultures. We’re extremely pleased with the outcome and glad to see such a positive audience response thus far.” 

Meanwhile, Jenn commented, “It has been such a gratifying experience working with the MBCS team to conceptualise something unique and different. I love how open Listerine is to push boundaries! Listerine was confident in building on the storytelling and concept enough to allow the product to be revealed during the plot twist, rather than in the first 5 seconds. I am so happy to create and be a part of this collaboration with Listerine and MBCS,” said Jenn.

The campaign launched on 3 January and will run through CNY. It will also be featuring an on-ground roadshow at 1 Utama Shopping Mall between 4-8 January, with an opportunity for fans to meet Auntie Siow. To further add to the brand engagement, four game stations have been set up for the public to experience Listerine first-hand. 

Kuala Lumpur, Malaysia – Oral care brand Listerine in Malaysia together with Reprise, IPG Mediabrands’ performance marketing agency, has launched a new campaign titled, “Mulut Kosong Kosong: Mulut Sihat, Raya Penuh Berkat” (Clean Mouth: Healthy Mouth, Raya Full of Blessings), which aims to incorporate practical tips such as using mouthwash to improve healthy eating practises. The new campaign is in fact its special commemoration for the Ramadan and Raya festive period. 

The digital campaign features a series of three short films to personify attributes of a healthy mouth and encourage Malaysians to practice good oral care throughout Ramadan and help them attain a healthy mouth. The three short films also showcase different people’s unique personalities in celebrating Ramadan. The first personality is ‘Foodie Mouth’ the one who eats everything during Ramadan without any concern towards oral health, second personality is ‘Sweet Mouth’ the one who is the centre of attention because of good oral health and her dazzling smile, and lastly, Onion mouth, used colloquially, as someone who enjoys socialising and gossiping about others and confident about her oral health.

The overall campaign message is to keep a healthy mouth that is free of germs (‘kosong kosong’).

Kim Chew, client service director of Reprise, said the campaign was inspired by Malaysians who love a play on words. In this instance, the word mouth (mulut) is used alongside to provide a unique personality for each ‘mouth’ character, typical characters one would find around the Ramadan/ Raya dining table. 

“We wanted to personify attributes of a healthy mouth to encourage Malaysians to practice good oral care throughout Ramadan and help them attain a healthy mouth (mulut sihat),” Chew said.

Chew added, “Getting the mouths just right was extremely tricky but fun at the same time. When casting, we carefully identified actors in a very minute way. Interestingly, the actors too needed a few rounds of practice to get the right nuances of expression, limited to just the mouth, lips, tongue and teeth. We also worked closely with a very talented makeup artist who painted the characters very attractively. Essentially, the mouth becomes the body and the face simultaneously!”

As part of the campaign, an Instagram filter contest was launched, with a prize for the best responses to nosy questions asked during Raya celebrations. Users can record their best comebacks, manners in mind, along with the hashtag #MulutKosongKosong on Instagram reels. 

Meanwhile, Tracy Foo Swee Ki, senior brand manager of Listerine, commented, “Personifying the different personalities in this way, and really giving them characters, beyond just the verbal narrative was extremely important. The mouth is the main feature of the shots, and the Reprise team took great care to provide the right treatments to highlight mouths in a non-offensive, truly appealing way. 

“The message we want to leave you with is that swishing twice a day with Listerine doesn’t just help to keep your breath fresh, it helps you enjoy Raya with a cleaner, healthier mouth,” Ki adds.

The company also worked with sister agency Universal McCann, and key opinion leaders to engaged to drive the campaign message. The film was made available on all digital platforms.