Listerine Partners with Twitch Creators to Turn Mouthwash Sounds into Unique Music
Listerine is launching an innovative campaign by collaborating with popular Twitch creators to transform the sounds of its mouthwash into a distinctive musical composition. This initiative will unfold across four livestreams on the Amazon-owned platform, with a unique focus on creating auditory experiences that bridge personal care and entertainment.
The campaign, named "Wash Your Mouth Your Way," includes one livestream for each participating creator and culminates in a final collaboration on January 9, 2026, in Los Angeles. This grand finale will result in a catchy soundtrack designed to feature in Amazon Ads audio promotions, aiming to capture the attention of Gen Z consumers transitioning into the new year.
This social-first approach encompasses strategic advertising on Twitch, featuring prominent placements to coincide with New Year’s celebrations and Quitter’s Day— a notable time when many people abandon their resolutions. In addition to the livestreams, Listerine is launching targeted display ads and 15-second promotional spots during the events to maximize engagement and brand visibility.
Key Highlights of the Campaign:
- Creator Collaborations: The livestreams feature three creators: officedrummer, who will kick off the series on New Year’s Eve, followed by a singer-songwriter yet to be named on January 6, and mcd00dle, recognized for her multi-instrumental talents and leadership in Twitch’s Women and Latin Guilds, on January 7.
- Musical Creation Process: Each session lasts two hours, where creators will introduce the Listerine sound pack and collaborate with viewers to craft 30-second song snippets in their unique styles.
- Final Collaboration: On Quitter’s Day, creators will join in Los Angeles to finalize the catchy "swish" piece, marking a true fusion of creativity and product innovation.
With this campaign, Listerine follows in the footsteps of other brands that have successfully integrated everyday sounds into their marketing strategies. By blending mouthwash sounds into musical styles, Listerine not only engages consumers but also encourages them to embrace new oral care rituals as 2026 approaches.
