Without holding its breath, Listerine has enjoyed the sweet smell of success with its mouth-cleansing products and it has certainly bared its teeth with its new YouTube campaign.
The brand has breathed fresh life into its product by launching its ‘Mouths Off’ digital campaign and using a ‘rap battle’ between six rappers to decide who is ‘baddest’ for the mouth.
Personally, this is like pulling teeth and such a campaign is unlikely to come up smelling of roses. The press release talks of reaching out to ‘young adults’ but I fear only children with milk teeth will be interested. If you ask me, it stinks.
Monty Munford has more than 15 years' experience in mobile, digital media, web and journalism. He is the founder of Mob76, a company that helps tech companies raise money and exit. He speaks regularly at global media events with a focus on Africa, writes a weekly column for The Telegraph, is a regular contributor to The Economist, Wired, Mashable and speaks regularly on the BBC World Service.
