Introducing LISTERINE® Concentrate
Delivered packaging, digital assets, A+ Amazon content, videos, and social assets to launch LISTERINE® Mouthwash Concentrate— a refill product of the best performing Cool Mint® Zero SKU.
The primary objective was to ensure consumers understood this product has the same benefits of the existing 500mL offering and communicate bonus benefits such as value, space savings, and more sustainable packaging.
My Role
Overall Content Strategy & Art Direction:
Storyboard Process & Direction • Copy/Script Direction • Oversaw Video Direction (on set) • Talent Selection • Photography Direction
Social Campaign
In support of the new product innovation, we created a social campaign across owned channels; Instagram, TikTok, Facebook.
We partnered with the brand’s social engagement leader to create guidelines, content buckets, a calendar, and legally approved final assets. These included teasers leading up to the release, consistent messaging across channels, and videos with our LISTERINE® scientists.
Amazon A+ Content
Creative Team
Creative Director: Paul Owen
Design Managers: Cassandra Cogbill, Melinda Brechbuehler
Designers: Becka Redante, Allison Insel
Videographer: Ross Evison
Insights/Strategy & Copywriting: Danilo Romeiro
Project Management: Corbin Cones, Jessika Ferrer
Solutions: Pablo Ulpiano
Packaging Production: Mark Collier, Brian Steinberger