Campaigns

Listerine insures Wicked star Cynthia Erivo’s mouth for $2 million

The brand’s “Wash Your Mouth” campaign aims to reframe mouthwash as an essential part of the oral care routine.

Lola Offenback

July 30, 2025

3:00 pm

Credit: Screenshot via YouTube.

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Listerine is partnering with one of the most popular mouths in the world right now: Emmy, Tony, and Grammy award-winning, Wicked star Cynthia Erivo. With her impeccable vocal range, it’s no wonder the brand wants to protect her mouth with a $2 million insurance policy as part of its “Wash Your Mouth” campaign.

To kick off the campaign, Erivo is being featured in online social media clips to help raise awareness of the importance of incorporating mouthwash into your oral care routines. This content will be mostly featured on TikTok and Instagram platforms.

“Recognizing that Cynthia’s mouth is her most valuable asset, we wanted to double down on that,” said Kamran Shahzad, U.S. head of commercial and oral care at Kenvue. “It’s a newsworthy moment, but it’s also our way of reinforcing the importance of a healthy mouth, for everyone.”

The “Wash Your Mouth” campaign is rooted in the knowledge that consumers do not treat mouthwash as a consistent part of their routines. Shahzad explained that mouthwash completes the care routine, reaching places that brushing and flossing do not.

“We want consumers to think of it like washing your face or body, just another essential hygiene step,” Shahzad said.

To increase this awareness, the brand is launching exclusive Wash Your Mouth Kits that include Listerine Total Care Alcohol Free “Swish Cups,” dental floss, gua shas and more. The kits are available for free on Listerine’s Instagram starting on Aug. 4 on a first-come, first-serve basis.

It was not specified how many kits will be available, but the brand is relying on social media buzz generated by the limited release and partnership when tracking its campaign success. Key performance indicators (KPIs) include impressions, click-through rates and increased retail traffic. The brand will also release educational content distributed via retail platforms, PR, and digital display.

This campaign is part of a larger shift for the brand as it targets younger Gen Z and millennial audiences.

“We’re pumped to be working with Cynthia, and we’re confident that this campaign is going to help consumers think differently about their mouths,” Shahzad said.

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Listerine insures Wicked star Cynthia Erivo’s mouth for $2 million

美女免费一级视频在线观看

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