Turning Cultural Tradition into Product Trial
To introduce Listerine Green Tea Zero to the Chinese market during Lunar New Year, the campaign aligned a milder, alcohol-free formulation with culturally resonant gifting traditions. The objective was to build affinity and trial by connecting the product’s gentle benefits with the festive practice of giving red packets. Through a value-added promotional neck tag inspired by Lai See and animated digital banner ads, the campaign created a timely, culturally relevant brand moment that positioned Listerine as part of a healthier start to the new year.
You may also like
Building a Lifestyle Brand from Concept to Launch
Creating Shelf Impact Across CPG Categories
Bringing a Food-Service Favourite to Retail
Bringing Porsche Heritage to Lunar New Year
Visualizing an Architectural Vision
Simplifying a Complex Product Line
Connecting Freshness with Cultural Celebration
Making a Trusted Brand Culturally Relevant
Building Trust for a Global Trading Brand
Building Cultural Relevance Through Gifting