Listerine

A global zingy, Zesty Transformation

As part of the global “Bring out the Bold” campaign to position Listerine as an essential part of greeting the day with confidence and drive to be our best selves a global, portfolio-wide packaging re-design sought to bring this emotional connection to pack along with updates to the shop-ability and label benefit communication.

Transform your day – wake up. be awesome. repeat. In between wake up and be awesome is the undeniably invigorating rinsing ritual that gets you there. It’s the burst of freshness that ignites your engine, puts a pep in your step, and gets you ready to take on the world. The packaging redesign supports the shift from a functional benefit-driven brand to a lifestyle brand delivering superior oral care with the use of distinct patterns supporting the portfolio architecture and iconography to communicate an intense clean and precision.

Scope: Brand & Category Assessment, Global Packaging (7 Regions), ATL/BTL Key Visuals, POS/POP, Guardianship
Role: Design Director, Dragon Rouge
Design Contributors: Rietje Becker, Claire Lieber, Yoonseuk Oh, Jennifer Hill