Listerine, Nightly Reset

Mouthwash that works while you sleep

Listerine aimed to position its core benefit offering in a new and exciting way in order to bring new users into the category. Leveraging insights from our millennial target; we co-created with consumers’ brand propositions by linking a category or consumer insight with a product truth and reasons to believe. Through this exercise we uncovered a universal truth – we all want to wake up fully ready and for Listerine, this meant waking up with a fresh breath.

Nightly Reset – It works while you sleep. A new premium line of mouthwash that delivers multisensorial experiences paired with the best science and delivery of health benefits LISTERINE® has to offer. Nightly Reset is an intense overnight solution designed to go beyond brushing. Reset your mouth with a whole mouth clean that works while you sleep undoing the damage from the day so you can put your best foot forward.

Scope: Brand & Category Assessment, Brand Platform Development, Consumer Workshops, Naming, Structure, Global Packaging (7 Regions), ATL/BTL Key Visuals, POS/POP, Guardianship
Role: Design Director, Dragon Rouge
Design Contributors: Rietje Becker, Claire Lieber
Structure: Will Kang, Loren Kulesus