LISTERINE RELEASES NEW OUTDOOR CREATIVE
By Adnews Staff
Pfizer Canada's consumer healthcare division introduced new outdoor advertising creative for its Listerine PocketPaks yesterday. The four executions follow the lead of the product's recent television ad "The Chase." In that spot, an action hero character chased a Bad Breath Bacteria monster into a dark subway station. The monster had disguised its face with a mask. The new outdoor creative makes use of pictures of the bacteria monster with different masks on its face. The headline reads, "Don't just mask evil breath bacteria. Kill it." The campaign is running on outdoor murals and back-lit boards as well as in transit systems, restaurants and bars in the downtown cores of major Canadian cities. Advertising for Listerine PocketPaks is done by J. Walter Thompson of Toronto.