JWT PRESENTS "LISTERINE: THE ACTION HERO FOR YOUR GUMS"
By Adnews Staff
Toronto-based J. Walter Thompson is getting cinematic this holiday season as it launches a new print campaign for Warner-Lambert Consumer Healthcare Canada's Listerine mouthwash. In an effort to make the product more appealing, the the agency created a faux-movie promotion called Listerine: The Action Hero for your Gums. The campaign will portray the product as an action hero who's mission is to seek and destroy gingivitis. Full-colour movie poster-like advertisements will be running in the theatre listings sections of major newspapers across Canada. The same ads will again be seen in Tribute magazine and as back-lit posters at major theatres. Full-page colour ads will also appear in the millennium editions of Time and Macleans. Said Mark Husak, vice president of media planning at Thompson Enterprise Media, about the timing of the launch: "We felt it was important to launch the campaign in December in order to effectively reach consumers who are planning to modify their lifestyles for the coming year and new millennium." The media planning group at Thompson worked with the creative team at JWT in creating the campaign, which runs until early January.