Listerine PocketPaks Listerine PocketPaks were the newest weapon in Listerine's successful Action Hero campaign. JWT positioned the product as more than just a mint or a gum, encouraging people to kill bad breath bacteria at the same time as covering it up. The campaign achieved a 95% awareness with a target that had never used Listerine before (16-24 years) and made PocketPaks the #1 portable breath freshener in the country two months after the advertising started to run.
Wall Mural - Lamb
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