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Reach competitive, lapsed and non-oral-care consumers where the habit forms — at home, every day — and right beside the stores that sell Listerine. An easy, on-the-go tear–swish–clean ritual, brought to life in the elevator.
Shift perception — from fresh-breath fix to everyday essential.
Many consumers only reach for Listerine for fresh breath, or not at all. We reposition Listerine Mouthwash Packets as a convenient, enjoyable, alcohol-free whole-mouth clean for 1–2x daily use — before and after coffee, ahead of every close-up moment — and we drive that message toward measurable lift at Shoppers Drug Mart and Walmart.
Competitive, lapsed and non-oral-care consumers who don't yet see Listerine as part of the daily routine — across all ages, genders and incomes.
Residential elevators are a captive, daily, dwell-time moment — the ideal place to build a new habit and reinforce the tear–swish–clean ritual on the way out and back home.
Built on behaviour — not guesswork.
We isolated consumers who over-index on behaviours and attitudes that predict Listerine adoption — then concentrated the buy against the buildings where they live.
Audience built from consumers who over-index on any of the above. Source: Vividata.
Option B concentrates the buy right next to the shelves that stock Listerine — trimmed to the closest, highest-proximity buildings and measured end-to-end with foot-traffic attribution to both retailers.
Flip between the two options.
Concentrated where it counts.
Two digital ways in. One clear recommendation.
All digital at the PMX rate of $7.20 CPM (vs. $10.50 rate card). Foot-traffic attribution to Shoppers Drug Mart & Walmart is included on both options. Estimated impressions = budget ÷ CPM × 1,000.
Bigger, bolder — when there's runway.
Two higher-impact static concepts need production lead time and can't be built for the July 27 start. If the client is open to it, they could run a later August / September flight. Estimated pricing — not part of the Option A / B totals.
Tactile, eye-level mirror moment — fresh breath on exit, ongoing care on return. $8K per location (6 shown), scalable. Eligible for a 15% bonus digital impressions value-add.
Full elevator wraps paired with a fresh-mint scent cue in flagship buildings — an immersive sensory moment. $54K per elevator (Toronto + Vancouver); Montreal optional +$54K. Scent cost & production client-selected.