The campaign positions Listerine as a brand committed to oral wellness as a fundamental right, emphasizing that healthy breath and mouth function enable not only communication but also basic life activities such as eating and breathing. By linking oral health to broader quality of life outcomes, the campaign underscores Listerine’s promise to support accessibility to oral care and empower individuals who face challenges due to cleft conditions.
Strategically, the campaign leverages a distinctive and uplifting narrative that shifts away from traditional pity-driven fundraising. Instead of focusing on the limitations of children born with cleft lips and palates, it highlights their potential and achievements post-surgery, embodied by the “Cleft Choir”—a group of children who perform a well-known Thai song using only their voices and breath. This positive, life-affirming creative approach fosters emotional resonance without reliance on sympathy, engaging the audience through a culturally relevant music experience led by a respected composer. The campaign integrates direct consumer participation via a QR code on Listerine packaging, inviting the public to join the choir’s initiative, which also strengthens brand interaction and drives donations. This combination of insightful storytelling and interactive elements effectively connects with Thai consumers by blending social impact with national identity and shared cultural values, ultimately catalyzing both awareness and tangible action—evidenced by millions of media impressions and a meaningful increase in surgeries for children in need.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits Symbolize the Benefit because, rather than simply demonstrating Listerine’s function or telling a linear story, it transforms the core benefit—healthy mouths and fresh breath—into a powerful symbol: a choir of children, once limited by cleft conditions, now using their restored voices to sing a national hit. The cleft choir visually and audibly symbolizes what’s possible when oral wellness is accessible, directly embodying the brand’s promise and inviting the audience to witness the uplifting outcome in a memorable, metaphorical way.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Colgate – Market Positioning
Colgate positions itself as a trusted global leader in oral care, emphasizing comprehensive dental health through scientifically backed products. It focuses on family oral wellness, preventive care, and strong cavity protection, leveraging extensive consumer education campaigns to build lifelong loyalty and trust.
2. Sensodyne – Market Positioning
Sensodyne specializes in sensitive teeth care, targeting consumers with specific dental pain issues. Its market angle is clinical efficacy combined with dentist endorsement, offering relief and protection, positioning itself as the expert brand for sensitive oral care within the personal care segment.
3. Oral-B – Market Positioning
Oral-B differentiates itself through innovation and technology, particularly in toothbrush design and oral hygiene devices. It promotes high-performance oral care solutions that combine professional-level cleaning with everyday usability, appealing to consumers seeking advanced dental care tools.
4. Dettol – Market Positioning
Dettol expands beyond general hygiene to oral care by focusing on antibacterial protection and germ-fighting properties. Its positioning in oral care markets stresses safety, cleanliness, and protection from infections, aligning with its broader health and hygiene brand promise.
5. Close-Up – Market Positioning
Close-Up targets a younger demographic with a focus on fresh breath, confidence, and social appeal. Its strategic angle combines vibrant branding with an emphasis on breath freshness and youth lifestyle, making oral care relevant to consumers’ self-expression and social interactions.
Q: What is The Cleft Choir about?
A: The Cleft Choir is a 2022 campaign created by BBDO Asia for Listerine, in partnership with Watsons and Operation Smile Thailand, and launched in the Thai market. The campaign addresses the challenges faced by over 1,000 Thai children born each year with cleft lips and palates, focusing on the transformative impact of oral surgery. Instead of a traditional fundraising approach, the campaign features children who have received cleft surgery performing a vocal-only rendition of a beloved Thai song, led by composer Boyd Kosiyabong, to inspire donations and demonstrate the power of healthy mouths and breath.
Q: What creative device does The Cleft Choir use?
A: The Cleft Choir employs the creative technique classified as FORMAT#9 SYMBOLIZE THE BENEFIT in Clapboard’s 12-format taxonomy. Rather than simply demonstrating product function, the campaign transforms the benefit of healthy mouths and fresh breath into a powerful symbol: a choir of children, once limited by cleft conditions, now using their restored voices to sing a national hit. This approach visually and audibly embodies Listerine’s brand promise, inviting audiences to witness the uplifting outcome of accessible oral wellness in a memorable, metaphorical way.
Q: What is the campaign proposition for The Cleft Choir?
A: The campaign proposition for The Cleft Choir positions Listerine as a brand that champions oral wellness as a fundamental right, emphasizing that healthy breath and mouth function are essential for communication, eating, and overall quality of life. The campaign targets Thai consumers by linking oral health to broader life outcomes and by supporting access to care for children with cleft conditions. By highlighting the achievements of children post-surgery, the campaign underscores Listerine’s commitment to accessibility, empowerment, and social impact within the personal care market.
Q: How does The Cleft Choir rank in Clapboard's archive?
A: The Cleft Choir holds a Clapboard Campaign Score of 78/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial authority.
Q: Who are the competitors in Listerine's category?
A: In the personal care and oral wellness category, Listerine competes with Colgate, which is positioned as a global leader in comprehensive dental health and preventive care; Sensodyne, which focuses on clinical efficacy and relief for sensitive teeth; Oral-B, known for innovation and professional-level cleaning technology; Dettol, which emphasizes antibacterial protection and hygiene; and Close-Up, which targets younger consumers with a focus on fresh breath, confidence, and social appeal.
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