What if we treated our mouths the way we treat the rest of our bodies? That question sparked Wash Your Mouth, a bold new platform from LISTERINE® created to reframe oral care as an essential part of self-care. The goal was simple: remind people that we wash our bodies every day, so why not give our mouths the same care?
To bring that message to life, LISTERINE® partnered with Billion Dollar Boy to design a campaign built for the social generation. The challenge was to take a legacy brand and give it a modern edge that could drive talkability, media attention, and multi-platform engagement.
Together, we set out to find a partner who could make oral care feel relevant, confident, and aspirational. Cynthia Erivo became that voice. A Grammy, Emmy, and Tony Award-winning artist, she is known for her powerhouse vocals and radiant smile. She embodies the discipline and ritual that come from caring for the instrument she uses every day—her mouth.
The objective was to create a social-first campaign that reintroduced LISTERINE® to a modern audience, spotlighted Cynthia’s authentic daily ritual, and turned oral care into a cultural conversation.
When you wash your mouth, you get a whole new perspective on life. That was the spark behind Wash Your Mouth, the idea that when you take a moment to care for your mouth, you also reconnect with yourself. We wanted to show the world what can happen when we look inward through that ritual.
To bring the idea to life, Billion Dollar Boy helped LISTERINE® find a partner who embodied the power of mouth care in every sense. Cynthia Erivo was already a fan of the brand and known for her powerhouse voice and the way she protects the instrument she relies on every day. Her authenticity made her the perfect choice to inspire others to see oral care as a ritual of confidence and creativity.
Together, we created an immersive, fantastical LISTERINE®-inspired world inside one of the world’s largest LED soundstages in Vancouver. The set became a visual metaphor for Cynthia’s inner world, revealing how she reconnects with herself when she washes her mouth. Styled by Jason Bolden and supported by her creative team, every detail was intentionally crafted, including:
We also elevated the campaign with a cultural moment that grabbed headlines: LISTERINE® insured Cynthia’s most important instrument, her mouth, for two million dollars. This turned the campaign into a pop culture story that traveled far beyond social.
Billion Dollar Boy partnered with Toast to execute production end to end in just six weeks. To support Cynthia’s demanding schedule, we filmed in Vancouver where she was already on location, creating a seamless and efficient process. Despite the tight timeline, the team delivered a cinematic world that lived beautifully across TV, digital, and social.
The campaign extended off-screen with a global giveaway that brought fans into Cynthia’s universe, including:
Wash Your Mouth stood out because it did more than sell a product. It gave a legacy brand a cultural edge and reminded audiences everywhere that caring for your mouth can change the way you see yourself.
Wash Your Mouth showed how a culturally rooted, talent-led idea can drive both brand love and business outcomes.
Pre-launch content featuring Cynthia Erivo broke engagement goals, generating over 5.5 percent engagement across her posts. Her collaboration content also drove a direct lift in product detail page views and sales at Walmart, proving that influence and performance can work together.
The campaign quickly became a cross-platform moment.
Conversation followed immediately. Cynthia’s Wash Your Mouth posts generated more than 1,400 comments, with 80 percent positive sentiment and 3.5 percent explicitly referencing LISTERINE®, showing clear retention of the message and authentic connection to the brand.
The cultural moment created by insuring Cynthia’s mouth for two million dollars amplified reach even further, turning an oral care campaign into a mainstream headline.
For LISTERINE®, this was more than a product push. It was a modern reintroduction, powered by a celebrity partnership that felt real, elevated, and worthy of attention. The campaign reframed oral care as part of self-care, built brand relevance with new audiences, and delivered both commercial and cultural impact.
