Listerine has studied mouths for years. 

We are all very very very familiar with a host of rational Listerine claims based on those studies. 

So, in order to move the brand from the functional to the emotional, we decided to conduct another study:

The Study of Bold.

A study to study the Boldness of Listerine users. 

Beginning with a sample size of 6,000 humans, we asked a series of questions. Questions like, “Have you ever skydived?” Do you know how to do a yoga headstand?” and “Can you freestyle rap?”

We commissioned said Study in 6 countries, then we studied the results. 

The finding: Listerine users are Bold. 

We used that Study result to create Bold Study stuff. 

And now we are making even more... Bring Out the Bold is the brand's most extensive global campaign ever, targeting the U.S., China, Brazil, India and many more. Content stretches across at least six languages and in multiple media channels. An effort carried out by a global-lead, four-region client team and a bold collective of agencies around the world.