The Moment ENHYPEN Touches, 75% Is Visible – Analysis of Listerine's Advertising Strategy
Having worked in advertising for decades, I have always felt that oral care ads lose their persuasiveness the more they explain. Functions are complex, and numbers feel dry. However, this Listerine X ENHYPEN campaign has reinterpreted that formula differently. It conveys the message, “Up to the 75% that a toothbrush can’t reach!” through the energy of an idol group’s performance.
Even for an advertising executive in their 50s like myself, this ad was quite impressive. I believe it is a sufficiently interesting case study for global K-pop fans as well.
## Why ENHYPEN? Translating Performance into Function
ENHYPEN is a 4th-generation boy group with a global fandom. Their strengths lie in synchronized choreography, intense beats, and collective performance.
Listerine has long maintained an image of “powerful oral hygiene.” However, this campaign does not simply claim to be “strong.” Instead, it emphasizes the concept of “reaching the unreachable.”
From an advertising planner’s perspective, ENHYPEN’s performance is perfectly suited to visualizing this message. Movements extending in multiple directions, camera work, and rapid transitions. It metaphorically expresses the feeling of covering every nook and cranny of the mouth.
It is impressive that rather than simply featuring models, the advertisement connects the group's characteristics with the function.
## “Up to 75% that a toothbrush can’t reach!” – The Strategy of Numbers
The most striking element in this advertisement is the number “75%.” Numbers build trust. In the oral care category, numerical values are crucial.
However, simply listing numbers can become boring. This advertisement combines numbers with performance. The text is displayed clearly, while the screen moves dynamically.
What I felt on-site is that the balance between information and emotion is key to functional advertising. This campaign secures trust through numbers and draws attention with idol energy.
## Visuals, Color, and a Symbol of Cleanliness
Listerine’s signature colors are refreshing shades of blue and green. This advertisement also actively utilizes those colors. Bright and transparent tones are central.
The styling of the ENHYPEN members is also not overly flashy, but rather tailored to a clean image. It emphasizes both cleanliness and sophistication simultaneously. From an advertising perspective, color is a tool that reinforces a message. For oral hygiene products, dull or dark tones are risky. This advertisement faithfully adheres to that fundamental principle.
## The Short-Form Era: Combining Idols and Function
Nowadays, advertisements are consumed in 15-second or 6-second segments. ENHYPEN's fast performance and sense of rhythm are optimized for short-form content.
Global fans do not view this advertisement as a simple toothpaste ad. They consume it as another piece of ENHYPEN content. The product message is naturally embedded within it.
A structure where the advertisement becomes content—this is the core strategy of K-pop marketing these days.
## Significance for Global Fans
ENHYPEN is a group that has already established a foothold on global charts and through overseas tours. Advertisements featuring them automatically gain global exposure.
Listerine is also a global brand. The meeting of a K-pop group and a global brand is a natural combination.
Overseas fans develop the perception that it is a "product used by idols." At that moment, the product transcends being a simple household item and becomes part of the culture.
## An Advertising Expert's Conclusion
Watching this ad, I summarized it as follows:
“Function through numbers, emotion through performance.”
Listerine secured trust with a clear figure of 75%, and ENHYPEN expanded that message with youthful energy.
What I have learned throughout my advertising career is that one must be cautious when combining information with stars. However, this campaign maintains that balance quite stably.
If you are a global K-culture fan, I hope you will watch this ad to see how Korean idol marketing combines with household product brands.
Oral care is ultimately a battle of perception.
And this ad changes that perception in a rather sophisticated way.
