Listerine, the oral hygiene brand owned by Kenvue, is launching an innovative social media campaign on Twitch, enlisting popular streamers to transform the distinctive sounds of its mouthwash products into original music. This social-first initiative aims to engage Gen Z consumers and will culminate in a collaborative song that will serve as the soundtrack for an upcoming audio campaign on Amazon Ads.
The "Wash Your Mouth Your Way" campaign features a series of four livestreams on the Amazon-owned video platform, strategically timed around New Year's and Quitter's Day. The first three streams will spotlight individual creator partners, each tasked with experimenting with a "Listerine sound pack" to produce a 30-second song snippet in their unique style, soliciting real-time feedback from viewers via chat.
The campaign kicks off on New Year's Eve with improvisational drummer officedrummer. A second stream on January 6 will feature a yet-to-be-named singer-songwriter, followed by multi-instrumentalist mcd00dle, leader of Twitch’s Women and Latin Guilds, on January 7. Each session will run for two hours, showcasing the creative process behind turning everyday sounds like uncapping a bottle or swishing mouthwash into musical elements.
The series will culminate on January 9, known as Quitter's Day – the second Friday of January, when many individuals tend to abandon their New Year's resolutions. On this day, the trio of Twitch partners will unite in Los Angeles to collaboratively create a final "swish" piece, which will then be used as the soundtrack for Listerine's audio campaign across Amazon Ads.
Listerine is supporting this effort with significant paid media on Twitch, including prominent headliner placements during the New Year's and Quitter's Day periods. Additionally, the brand will run targeted display ads and 15-second brand spots throughout the programming. This move highlights Kenvue's embrace of social-first marketing strategies designed to resonate with younger demographics, leveraging Twitch's expanding offerings beyond gaming content as Amazon grows its advertising business. The brand states the concept is designed to inspire fresh oral hygiene rituals for those planning their resolutions for 2026.
This music-driven marketing approach echoes previous successful campaigns that have transformed everyday sounds into memorable brand assets. For instance, PepsiCo's Tostitos utilized the sounds of crunching chips and tapping salsa jars in 2022 to create an audio logo, which reportedly boosted brand recall by 38%. Marketers have also effectively leveraged the popularity of ASMR content to connect with and soothe consumers. Listerine's latest initiative builds on these trends, seeking to create a distinctive and engaging sonic identity.
This campaign follows other recent initiatives from Listerine, such as "Wash Your Mouth," which featured "Wicked" star Cynthia Erivo promoting improved oral hygiene.
