LISTERINE®

People living with diabetes are more susceptible to gum inflammation and at a higher risk for developing the advanced stage of gum disease, and many turn to their peers and health professionals for recommendations and support. Tapping into this important medical conversation, HUNTER partnered LISTERINE with target-right voices to authoritatively and authentically recommend product usage within one’s daily oral care routine. To generate coverage for the new claim that LISTERINE can help prevent oral diseases for people living with diabetes, HUNTER enlisted a credentialed physician, Dr. Lauren Powell, to serve as a brand advocate. Dr. Powell authored a series of sponsored articles on Diabetes Self-Management and Next Avenue, explaining LISTERINE essentiality to target consumers where they are seeking relevant information. Meeting people with diabetes in their newsfeeds, LISTERINE also collaborated with influencers who have diabetes to speak to the importance of incorporating mouthwash into their oral health routines, providing unique and authentic testimonials for LISTERINE.