Listerine enters metaverse with comedy-themed marketing campaign to struggle off unhealthy breath

Johnson & Johnson Shopper Well being is embracing the metaverse with a game-themed activation for its LISTERINE® antiseptic mouthwash model, created by Wunderman Thompson Brazil.

The marketing campaign, which launched throughout Brazil and which runs for one month, contains a sport referred to as ‘Breathcalypse’, which simulates actual life. The net and open world sport takes place within the metropolis of Complexo throughout the metaverse, the place folks create their very own characters, dwell in a neighborhood and work together with each other.

Within the sport, gamers get up with inexperienced smoke popping out of their mouths, with this smoke representing unhealthy breath. These gamers who’re round folks with unhealthy breath will see their stress ranges regularly growing, making their imaginative and prescient blurry and inflicting a nasty breath apocalypse. By looking for LISTERINE® throughout the sport, which is accessible in pharmacies and merchandising machines all through the digital metropolis and through the use of the product, gamers can push back unhealthy breath.

In addition to making use of revolutionary applied sciences such because the metaverse, LISTERINE® introduced a novel aspect to the marketing campaign launch, with the inclusion of an in-game comedy present that includes Brazilian actor and comic Fábio Porchat, a LISTERINE® model ambassador. The comedy present might be seen solely on the day of the launch (twenty fifth October), by all of the gamers current within the metropolis on that day. Those that efficiently warded off unhealthy breath on that day have been capable of watch Fábio Porchat’s comedy present. The present featured skits constructed to convey key model and class messages throughout the area.

On the identical second that LISTERINE® was revealed to be the answer to ‘Breathcalypse’, messages have been despatched to all of the gamers within the metropolis explaining the reason for the issue. This message was transmitted in a playful method within the metaverse and in textual content/video format in metropolis newspapers.

To generate anticipation forward of the marketing campaign launch, the comedy present was marketed inside the sport on billboards, and Porchat revealed a teaser video creating his avatar.

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