Listerine celebrates FIFA World Cup through a strongest activation in social media networks

Listerine launches its greatest global activation of social marketing, called Power to your mouth, during the FIFA World Cup. From the beginning of the event until the end, the brand will react to the news of the day, resume the most important matches and connect sports fans and the brand’s fans through their social media channels and the hashtag #PowertoYourMouth. Two news rooms with sports experts and illustrators will be in NYC and London to provide content in English and Spanish on real time in the Twitter account @listerineglobal and also in Arabic, Portuguese and Italian on Facebook. “Power to your mouth is an extension of our global advertising campaign that aims at training consumers to have healthy mouths,” Mike Marquis, Listerine’s global VP, explained. With the aim of maximizing the scope and commitment, the brand will optimize the digital advertising on Facebook and Twitter allocating dollars on real time to the tweets and the publications that have the best performance. “This campaign represents the first time that one of our consumption brands takes advantage of social marketing on real time globally,” Gail Horwood, Johnson & Johnson’s Global Digital Strategy VP, said. “We are taking advantage the power of a great global event to connect with football fans, helping them to talk during matches in a very relevant way.”