June 13, 2025 At Mad Hat Asia, we believe in making important messages resonate, and our “Swish & Makan” campaign for LISTERINE® was a shining example. This initiative successfully educated the public on vital oral health while culminating in a record-breaking achievement that captured national attention.
The Brief: Educating for Better Oral Health
Our core objective for the LISTERINE® “Swish & Makan” campaign was twofold:
To educate the audience on the importance of oral health care.
To drive in-store purchases of LISTERINE® products at our retail partner, Watsons.
Our Strategy: Engaging All Ages for a Healthy Smile
We designed a comprehensive strategy to engage both adults and children. The heart of our campaign was a record-breaking simultaneous swishing event held across two schools and the DeWan 1958 by Chef Wan venue.
Students were actively involved through engaging health talks and the introduction of the newly launched LISTERINE® Kids’ variant. Participants enjoyed interactive booths and further health discussions. To ensure maximum reach and participation, the entire event was live-streamed, and supported by strong media coverage and social content to amplify our achievement.
Bringing It to Life: A Multi-Channel Approach
To ensure the “Swish & Makan” campaign made a lasting impact, we executed a strategic blend of activities:
Creative Drops: Engaging and informative kits distributed to key audiences.
Press Release: Strategic communications to garner widespread media attention.
Event Activation: The core live event bringing the campaign to life with direct audience engagement.
Social Media: Leveraging digital platforms to extend reach, build buzz, and encourage participation.
What We Achieved: Record-Breaking & Award-Winning Success!
The LISTERINE® “Swish & Makan” campaign delivered impressive results, not only in terms of awareness and engagement but also by securing a national record and earning prestigious recognition:
BROKE THE MALAYSIA BOOK OF RECORDS: We set a new record with 2,382 participants simultaneously swishing LISTERINE® for 30 seconds! This remarkable feat created a memorable and newsworthy moment for the brand.
AWARD-WINNING CAMPAIGN: This campaign also recently won 2 PR awards:
Best PR Campaign: FMCG (GOLD)
Best Use of Virtual & Hybrid Event (SILVER)
Beyond these accolades, the campaign generated significant impact:
RM 1,770,953 in PR Value
783,385 in Estimated Impressions (This number indicates a strong reach/impressions from the media coverage)
2,287,424 in Estimated Reach
231 clippings Across social media, online & press
These numbers clearly demonstrate the campaign’s success in capturing media attention, driving widespread engagement, and delivering exceptional value for LISTERINE®.
Ready to make your brand’s next big splash? Whether you’re aiming for award-winning campaigns or simply want to connect with your audience in a fresh way, we’ve got the expertise. Come chat with Mad Hat Asia and let’s craft your next success story!
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