Listerine Swishes a Fresh Start to the New Year in New Oral Care Campaign

For oral care brand Listerine, a new year means a new you. And given the oral-body connection, a healthy body begins with a healthy mouth.

Considering oral care’s profound impact on overall wellbeing and the new year as an optimal time to adopt healthy habits, Listerine is marking 2025 with a campaign aimed at inspiring consumers to embrace a fresh routine for a whole mouth clean this New Year’s Eve.

‘Swish Away the Old and Wish in the New’

To inspire New Year’s Eve celebrants to embrace healthy 2025 habits that don’t entail excessive alcohol consumption, the brand is hosting interactive pop-up experiences at Vanderbilt Hall in Grand Central Station and Auditorium Shores in Austin, Texas. Here, consumers can “swish away the old and wish in the new” with Listerine via interactive activities and photo opportunities, exclusive swag and free product giveaways.

Partnership with CNN, OOH Advertisements and More

On Dec. 31, Listerine will sponsor CNN’s hit program New Year’s Eve Live with Anderson Cooper and Andy Cohen, taking over the broadcast from 8 pm to 3 am EST with several branded elements, including sponsored segments, commercials and a Listerine countdown clock. Digital resolutions content through CNN’s “Life, But Better” franchise will inspire audiences seeking to enhance wellness routines in 2025.

The brand will take center stage with digital OOH placements on prominent billboards in Times Square, running from Dec. 30, 2024 – Jan. 6, 2025. With celebratory visuals that capture the energy and excitement of the world’s most iconic countdown location, these placements will ensure maximum visibility, per the brand.

At the Austin and New York City pop-up experiences, consumers will “swish away the old and wish in the new” through interactive activities while receiving New Year’s Eve-themed swag and free product giveaways. At 11:30 pm EST, before the ball drops, consumers will have an opportunity to receive a special Listerine swag drop, inclusive of products that will help ring in 2025 with confidence, per the brand.

Listerine is teaming up with a dynamic roster of influencers to amplify the campaign’s reach and inspire audiences nationwide. Mega and macro-influencers across TikTok and Instagram will share their own fresh routines, incorporating Listerine Total Care Alcohol Free mouthwash as a key step to achieving a whole mouth clean. With engaging content ranging from new year’s celebration prep tips to live reactions at the NYC and Austin pop-ups, these creators will connect with diverse audiences and motivate followers to swish into 2025 with confidence and renewed health goals.

To help consumers gear up for a fresh start in 2025, Listerine is offering shopping deals with major retailers throughout the holiday season. From bundles featuring Listerine Total Care Alcohol Free Mouthwash to value packs of on-the-go essentials, consumers can refresh their routines and embrace a whole-mouth clean for the new year.