Getting kids to brush their teeth is one thing. Getting them to rinse as well is another.

Listerine Smart Rinse needed to become part of the routine. Not a chore. Not something mum has to ask three times. Something kids actually wanted to do.

So we created The Toothies.

Characters designed to educate and entertain. To live in the places kids already spend their time — games, YouTube, books, apps, their bathroom shelf.

Fortnite skins. Book partnerships. An app that lets kids get creative and earn rewards for looking after their teeth. A Toothie timer that lives in your bathroom and makes the whole thing feel less like dental hygiene and more like a game.

The brief was mouthwash. The answer was gamify tooth care.