Listerine enters metaverse with comedy-themed marketing campaign to struggle off unhealthy breath

Johnson & Johnson Client Well being is embracing the metaverse with a game-themed activation for its LISTERINE® antiseptic mouthwash model, created by Wunderman Thompson Brazil.

The marketing campaign, which launched throughout Brazil and which runs for one month, contains a recreation referred to as ‘Breathcalypse’, which simulates actual life. The web and open world recreation takes place within the metropolis of Complexo throughout the metaverse, the place folks create their very own characters, stay in a neighborhood and work together with each other.

Within the recreation, gamers get up with inexperienced smoke popping out of their mouths, with this smoke representing unhealthy breath. These gamers who’re round folks with unhealthy breath will see their stress ranges progressively rising, making their imaginative and prescient blurry and inflicting a nasty breath apocalypse. By looking for LISTERINE® throughout the recreation, which is out there in pharmacies and merchandising machines all through the digital metropolis and by utilizing the product, gamers can push back unhealthy breath.

In addition to making use of progressive applied sciences such because the metaverse, LISTERINE® introduced a novel aspect to the marketing campaign launch, with the inclusion of an in-game comedy present that includes Brazilian actor and comic Fábio Porchat, a LISTERINE® model ambassador. The comedy present might be considered solely on the day of the launch (twenty fifth October), by all of the gamers current within the metropolis on that day. Those that efficiently warded off unhealthy breath on that day have been in a position to watch Fábio Porchat’s comedy present. The present featured skits constructed to convey key model and class messages throughout the area.

On the similar second that LISTERINE® was revealed to be the answer to ‘Breathcalypse’, messages have been despatched to all of the gamers within the metropolis explaining the reason for the issue. This message was transmitted in a playful approach within the metaverse and in textual content/video format in metropolis newspapers.

To generate anticipation forward of the marketing campaign launch, the comedy present was marketed inside the sport on billboards, and Porchat revealed a teaser video creating his avatar.

“There’s nothing higher than this house to speak with our viewers in a contemporary and disruptive approach,” mentioned Sabrina Tichauer, Advertising and marketing Director of Oral Hygiene Manufacturers at Johnson & Johnson Client Well being Brazil. “We wish to convey details about LISTERINE® and be current within the ecosystems of avid gamers’ communities, along with increasing our attain to shoppers who will not be on these platforms.” she added

Keka Morelle, CCO at Wunderman Thompson Brazil mentioned: “On a regular basis we attempt to assist our purchasers encourage their shoppers in a artistic and progressive approach, and this was no completely different for ‘Breathcalypse’. Quite than simply seem in a recreation, we wished to alter the dynamic and located ourselves asking: ‘what would occur if at some point, everybody awoke with unhealthy breath? A Breathcalypse!’. That’s it – an motion that might solely be accomplished within the Metaverse. And in a recreation that simulates actual life, there are not any worries about zombies, aliens or killer robots, the one factor to fret about is the unhealthy breath itself.”