Listerine Flipbook Surprises Consumers With the Smell of Onions

By: Katherine Vong - Published: Aug 10, 2012 • References: complex & adweek
This Listerine flipbook campaign, created by JWT Hong Kong, goes down as one of the most creative yet simple ways to encourage people to buy mouthwash.

The brand created a flipbook featuring a beautiful and seductive woman and infused the pages with an onion smell, which wafted out at users as they flipped through the book's pages. Attached at the end of the book was a coupon for a bottle of Listerine. Brand representatives handed out the Listerine Flipbook to passersby on a busy street in Hong Kong (you can watch the funny reactions here in this video). According to Adweek, the campaign was a tremendous success, with the redemption rate for the coupon reaching 66 percent! Stats for Halitosis-Emitting Handouts Trending: Older & Mild
Research: 479 clicks in 197 w
Interest: > 3 minutes
Concept: Listerine Flipbook
Related: 51 examples / 39 photos
Segment: Neutral, 12-55
Comparison Set: 19 similar articles, including: scratch-and-sniff campaigns, photoshop fail floss ads, and hilarious halitosis ads.