Hunter agency recently collaborated with Listerine to address diversity in dentistry with the launch of The Whoa Collection. This initiative aimed to support oral health in the Black community by partnering with influential Black organizations and individuals to spread awareness and spark meaningful conversations.
Listerine’s mission to promote oral health led them to work closely with local Black organizations such as the Black Women’s Health Alliance and the University of Detroit Mercy. These partnerships helped provide education, dental care, and resources to the Black community. To further expand their reach and engage consumers on a deeper level, Listerine enlisted the help of marketing communications firm Hunter to develop a strategy for The Whoa Collection campaign.
The Whoa Collection was a unique initiative that combined art, music, and community engagement to advocate for more diversity in the field of dentistry. The campaign focused on driving an earned and social conversation, partnering with Compound, a Black-founded and owned creative agency, to amplify the message.
Central to the campaign was a limited-edition Listerine Cool Mint mouthwash, featuring original artwork by King Saladeen. These exclusive bottles were available at Target and Walmart, with a portion of the proceeds directly benefiting Increasing Diversity in Dentistry (IDID), a nonprofit dedicated to supporting Black dental professionals.
In addition to the product launch, Grammy-award-winning producer Thundercat created an original track that incorporated sounds related to mouthwash, further promoting The Whoa Collection. The agency also organized a panel discussion moderated by radio personality Angie Martinez, bringing together Black healthcare professionals, creatives, and advocates to share their experiences and emphasize the importance of diversity in dentistry.
Media and influencers were also engaged through wellness packages that included the Cool Mint bottle, a bathrobe, and matching slippers featuring King Saladeen’s artwork. These packages directed recipients to The Whoa Collection’s landing page, which provided more information on the initiative and highlighted the disparities in oral healthcare access within the Black community.
The campaign was a success, generating over 30 pieces of media coverage and reaching 95 million impressions with a 100% positive sentiment. Listerine’s earned social and media coverage increased by 94% compared to the previous quarter, garnering over 25.6 million social media impressions. Additionally, the campaign raised $150,000 in support for IDID, benefiting more than 750 Black students with test preparation, application assistance, scholarships, and practice grants.
Overall, Hunter and Listerine’s collaboration on The Whoa Collection exemplifies the impact that strategic partnerships and creative campaigns can have in addressing diversity and promoting oral health within marginalized communities. Congratulations to both teams for their successful initiative.