Listerine was looking for quick and efficient ways to get attention in pop culture. We quickly recognized through trend research that DJ Khaled was not only fan but a regular on his social channels, using the product daily, posting about it and singing its praises.
We saw an opportunity to gaslight this effect and generate conversation for the brand by creating a custom “We The Best Breath” kit, playing of his famous “We The Best” tagline. We printed and wrapped each Listerine kit with custom “We The Best Breath” wrapping, using Khaled’s favorite sayings and emojis and sent it off to his team.
This led to multiple posts and comments from Khaled using his hashtag, and setting off a hilarious and relevant moment form the brand on social for Listerine.
Creative Direction/Copy/Design: Scott Durday