Listerine's message conveyed by ENHYPEN, “Up to the 75% that a toothbrush can't reach”
1️⃣ Intro
Listerine’s newly released YouTube Shorts ad, “Up to the 75% Your Toothbrush Can’t Reach!”, is an oral care campaign featuring the global idol group ENHYPEN as models. This video is a short-form ad released in 2024 that concisely conveys the product’s core message in a short amount of time, spreading rapidly among fans and consumers immediately after its release.
The reason this ad is garnering attention is that it reinterpreted the relatively rigid product category of oral care in a friendly and trendy way by combining it with a young and sophisticated idol group. In particular, it received positive reviews for effectively inducing repeat consumption by actively utilizing the characteristics of the YouTube Shorts short-form platform.
2️⃣ About the Brand
Listerine is a global oral care brand well known for its mouthwash products that remove oral bacteria and harmful substances that cannot be managed by brushing alone. Although it is a brand with a long history, it has recently been seeking to expand into a younger consumer base through short-form marketing and the use of star models.
Selecting ENHYPEN as models is a strategy to enhance the vitality of the brand image. As a group active on the global stage with a refreshing and sophisticated vibe, ENHYPEN aligns perfectly with Listerine's brand direction of conveying a healthy and clean image. Furthermore, the members' bright and confident expressions and gestures intuitively convey the freshness felt after oral care.
3️⃣ Star’s Influence
Since their debut, ENHYPEN has rapidly expanded their global influence, achieving high rankings on Billboard charts and hosting world tours. They possess a strong fandom centered in North America, Japan, and Southeast Asia, and are particularly notable for their fan engagement and content diffusion capabilities on social media.
Following the release of the advertisement, fans actively shared the shorts, reacting with comments such as, "The refreshing feeling was perfectly captured in a short amount of time," and "I trust it more because it is ENHYPEN." Interest in the Korean oral care brand also appeared to be growing within overseas fan communities. ENHYPEN has previously participated in various brand campaigns across fashion, beauty, and beverages, and this Listerine advertisement demonstrates high buzzworthiness as an extension of that legacy.
4️⃣ Video
The official commercial video can be viewed at the link below.
5️⃣ Analysis / Fan Reaction
The video features a vertical composition optimized for the YouTube Shorts format, fast transitions, and intuitive subtitles. The ENHYPEN members' neat styling and bright lighting emphasize the image of refreshing oral care. In close-up shots, confident smiles and a clean impression visually convey the product's effectiveness.
The concept of "reaching up to 75% that a toothbrush can't reach" intuitively makes consumers aware of blind spots in oral care they were previously unaware of. This is a strategy that concisely explains the necessity of the product while imprinting Listerine's unique and differentiated efficacy.
Overseas fans reacted with comments such as, "Oral care seems like it would be fun with ENHYPEN," and "It's an ad, but it's as sophisticated as a music video." Despite its short length, it elicited a strong response from the global fandom and contributed to the expansion of brand awareness.
6️⃣ Conclusion
Listerine’s latest advertisement featuring ENHYPEN is a case study that reinterprets oral care products through the power of short-form marketing and idol models. It is significant in that it went beyond simple product descriptions to sensuously convey the brand’s core message through the stars' images.
We also look forward to the possibility that Listerine will release additional content in the future through seasonal collaborations or partnerships with specific members. This campaign will be remembered as a representative short-form advertisement demonstrating the synergy created by the combination of K-pop idols' global influence and a lifestyle brand.
