Listerine plans to pull out all the bells and whistles on Facebook and Twitter this year for its first World Cup sponsorship. The Johnson & Johnson brand will lean on millennial-focused agency MRY in a campaign dubbed "Power to Your Mouth," which is designed to capitalize on the expected social chatter that will take place during the soccer matches.
The mouthwash will set up real-time newsrooms in New York and London to react to the tournament, and a team of artists and sports experts will churn out real-time content for Listerine on Facebook and Twitter.
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