Neymar Jr. lives two “monster weeks” in Listerine’s new campaign
Promoting the first no alcohol mouthrinse from the Listerine family, the brand selected Neymar Jr. to live two “monster weeks” in their new commercial. In a campaign developed by J. Walter Thompson, the action follows the “Release The Monster” concept, created in April.
The “Release The Monster” concept came from the “Monster Study”, a research made throughout many countries, among many users and non-users of the brand, with the objective of discovering what they shared in common. The main discovery was that many Listerine users had a daring behavior, so nobody better than Neymar Jr. to be the face of the new campaign.
“This concept is a daring way of paying homage to our users and instigate people to awake their confident side that the Listerine users carry in their essence. That’s why it was a natural thing for us to choose a daring protagonist four our campaign, such as Neymar Jr.”, says Fernando Souza, Johnson & Johnson’s Oral Care marketing manager in Brazil.
The video strengthens the product’s main benefit of having a healthier mouth throughout two weeks of use. Acting in situations that only monsters could live, Neymar Jr. crosses the world to help an environmental project, fights Boxing in Cuba, participates in a Japanese TV show and shines in the soccer pitch. All of that and a little more in two weeks, shown in the new Listerine campaign.