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—living in the places kids already spend their time: games, YouTube, books, apps, even the bathroom shelf.

Fortnite skins. Book partnerships. An app where kids earn rewards for looking after their teeth. A Toothie timer that turns brushing into a game.

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