# TV Personality Mouthwash Campaigns Rylan’s Big Kiss Campaign is Arriving from Waken and Tesco By Michael Hemsworth | Published 2026-06-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rylans-big-kiss-campaign References: [retailtimes](https://retailtimes.co.uk/tesco-and-waken-launch-rylan-clark-mouthwash-activation-across-32000-bottles/) & [wakencare](https://wakencare.com)  Rylan’s Big Kiss campaign is being launch as an in-store retail media activation in the UK from Waken mouth care in partnership with [Tesco](https://www.trendhunter.com/trends/need-anything-from-tesco) and TV personality Rylan Clark. The campaign is arriving into Tesco locations in the UK now and will see more than 32,000 bottles of Waken Whitening Mouthwash bottles paired with a promotional tag. The product tag will refer shoppers to the #BigKiss campaign online that includes influencer-led activity on [TikTok](https://www.trendhunter.com/trends/supershow) and [Instagram](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it), competitions, behind-the-scenes content and more. Waken Co-Founder Rhodri Ferrier spoke on Rylan’s Big Kiss campaign saying, "Retail media is no longer confined to digital placements. We wanted to use the bottle itself as a media touchpoint, something that could interrupt, entertain and drive shoppers into a broader campaign experience. Rylan’s Big Kiss is about making oral care feel more culturally relevant, confidence-driven and enjoyable. Oral care shouldn’t feel clinical or boring, and Tesco has been a fantastic partner in helping us bring that energy directly into the shopping environment while also shining a spotlight on the importance of everyday dental health.” ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 38% | Activity: 41% | Freshness: 76% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Packaging-led Media:** Product labels are becoming shoppable campaign gateways that connect physical shelf presence with digital content, competitions and community engagement. - **Celebrity-driven Oral Care:** Familiar entertainment personalities can shift everyday hygiene products from clinical necessities into confidence-led lifestyle purchases with stronger cultural relevance. - **In-store Social Activation:** Retail aisles are evolving into launchpads for influencer content, giving brands new ways to blend shopper attention with TikTok and Instagram participation. ### Industries Being Reshaped - **Oral Care:** Mouthwash and dental hygiene brands are finding new growth potential in emotionally engaging formats that position routine care as enjoyable, expressive and socially shareable. - **Grocery Retail:** Supermarkets are becoming integrated media environments where packaged goods, celebrity campaigns and digital extensions converge at the point of purchase. - **Retail Media:** Physical products and shelf fixtures are expanding the definition of retail media beyond screens, creating measurable brand storytelling opportunities inside everyday shopping trips. ## Related on Trend Hunter - [Stain-Whitening Mouthwashes](https://www.trendhunter.com/trends/id-stain-whitening-mouthwash.md) - [Romantic Candy Brand Cosmetics](https://www.trendhunter.com/trends/sunkissed-x-love-hearts.md) - [Beauty-Infused Oral Care Events](https://www.trendhunter.com/trends/optic-white-renewal.md) - [Haute Oral Hygiene Products](https://www.trendhunter.com/trends/selahatin-x-rick-owens.md) - [Reality Show Pharmacy Partnerships](https://www.trendhunter.com/trends/boots-and-love-island.md) - [Elevated Oral Care Sessions](https://www.trendhunter.com/trends/breathapy.md) - [Joyful Oral Care Brands](https://www.trendhunter.com/trends/cocolab.md) - [Exclusive Oral Rinses](https://www.trendhunter.com/trends/fresh-breath-oral-rinse-in-eucalyptus-mint.md) - [Actress-Supported Oral Health Campaigns](https://www.trendhunter.com/trends/demi-lovato.md)