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.

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