Listerine sets tongues wagging

Ewan Veitch, MD of TBWA\Fusion, comments: "Since we were targeting the 16-24 year old market, we needed an offbeat idea that would generate hype and stand out from the cluttered breath-freshener market. The big idea was simply, 'Tongues Love It!' and featured people dressed in oversized tongue and orange costumes."

The posters appeared in campus cafeterias and eateries across the nation, while postcards were handed out and placed in trendy designer and lifestyle stores, with more mainstream exposure on bus shelter billboards.

Student promotions company Moving Tactics orchestrated a nationwide campus tour with promoters dressed up in large tongue or orange suits, who approached students with sample packs and entry forms for spot prizes such as designer caps and t-shirts.

The TBWA\Fusion team included creative director Sanjai Mistry, art director Brian Bainbridge, copywriter Simon Lotze and photographer Warren Rasmussen.