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LISTERINE® SWISH & SNAP CAMPAIGN CELEBRATES 5,000 HEALTHY SMILES WITH WATSONS

Science meets smiles in a movement to make mouthwash a daily essential.
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KUALA LUMPUR, 19 June 2025 — LISTERINE®, the No.1 mouthwash brand in Malaysia¹, in collaboration with Watsons Malaysia launched the Swish & Snap campaign today at Kenny Hills Baker on The Park @ TRX, bringing together oral health advocates to encourage and drive more Malaysians towards healthier smiles. 

The event unveiled the refreshed brand look for LISTERINE®, reinforcing its position as a science-backed, sensory-led solution for complete oral care. It also included the Swish & Snap interactive experience featuring a multi-zone journey combining education, engagement, and social sharing to spotlight the importance of rinsing with mouthwash as part of a complete oral care routine for whole mouth health, healthier gums, stronger teeth, and less plaque than brushing².

The Swish & Snap campaign is designed to shift public perception of mouthwash from an occasional use item to making it an essential part of a daily 3-step oral care routine that includes brushing and flossing.

“As a brand, LISTERINE® has more than 135 years of clinical studies and scientific support with clinically-proven essential oils3 at the core of our formulations that power the efficacy of our products. This year, we are excited to be able to partner with Watsons Malaysia again to bring the Swish & Snap campaign to all Malaysians, for an in-depth understanding of the science behind why adding mouthwash is essential to our daily oral care routines. ,” said Frances Anne Velante, Head of Marketing for LISTERINE® Malaysia & Singapore.

While brushing and flossing are important for removing plaque, they can quickly build up again, causing cavities, gum problems, and bad breath. Studies show that using LISTERINE®Total Care twice a day for 30 seconds delivers up to 5x more cleaning power vs. brushing and flossing alone4 – targeting bacteria in hard-to-reach places like between teeth and along the gumline.

The launch of LISTERINE®’s Swish & Snap campaign in partnership with Watsons Malaysia, marks the brand’s commitment towards better oral health for all Malaysians by collecting 5,000 photos of #HealthySmiles from LISTERINE® users throughout the year from upcoming activations. The first of these activations will kick off within TRX next week via a pop-up space which features three interactive zones:

  • Science Zone & Plaque Check – A compelling look at where bacteria sits in our mouth, how plaque forms and how LISTERINE® works to combat bacteria with a live plaque-checking demo.
  • Swish & Snap Zone – Guests have an experience of the power of LISTERINE® firsthand, followed by a smile-worthy photo moment.
  • Redemption Corner – Guests who complete the journey are able to redeem gifts from LISTERINE®.

In an effort to drive public health education, dentist Dr. Kayla Teh and long-time fan of LISTERINE®  Jenn Chia, offered a fresh, relatable conversation on how small daily habits — brushing, flossing, and rinsing for 30 seconds, twice a day — can lead to big health gains. The session emphasized how LISTERINE®’s clinically-proven essential oils3 in its formulation reach bacteria that brushing leaves behind, especially those that cause bad breath5.

The Swish & Snap experience will be open to the public at TRX (Lower Ground, in front of Watsons) from 23–29 June 2025, inviting Malaysians to swish, snap, and celebrate their #healthysmiles with LISTERINE®.

For more information, follow @listerinemy and join the movement with #ListerineSwishAndSnap.

About LISTERINE®

LISTERINE® has been defining oral care since 1914, with brand scientists driving foundational research on the many powerful benefits of mouthwash in fighting plaque, protecting gums, building strong teeth, and delivering long-lasting fresh breath.
LISTERINE® Mouthwash has been used by more than one billion people in more than 85 countries and has been awarded seals of acceptance by professional dental organizations around the globe, including the Malaysia Dental Association.

LISTERINE® is the world’s most clinically researched mouthwash brand: with more than 100 years of heritage examined in more than 50 clinical trials. As the No.1 mouthwash in Malaysia1, LISTERINE® has been proven to kill 99.9% of germs¹ to maintain healthy gums, clean teeth and fresh breath.

LISTERINE® Total Care

LISTERINE® Total Care is the most advanced and complete mouthwash in the LISTERINE® range. It is clinically proven3 to clean and protect with 10-in-1 benefits for total oral health — including 99.9% germ-kill power6, up to 24-hour germ protection7, support for gum health, cavity protection, and overall mouth cleanliness.

LISTERINE®’s Sustainability Efforts

Committed to a sustainable future, LISTERINE® introduces Total Care and Total Care Mild Taste (Zero Alcohol) bottles made with 30% recycled plastic, designed for 100% recyclability8. These formulas prioritize gentle impact on waterways9 and boast a 98% biodegradability rate10.

LISTERINE® Total Care and Total Care Mild Taste (Zero Alcohol) are now available at all leading pharmacies and online retailers. For more information, please visit https://www.listerine.com.my/

Disclaimers

  1. JNTL (MALAYSIA) SDN BHD. Company calculation based in part on data reported by NIQ through its Retail Index Service for the Mouthwash Category in Malaysia, for the MAT period ending March 2025 for Peninsular Malaysia & EM Modern Trade Market. (Copyright © 2025, NIQ)
  2. Applicable for Total Care, Total Care Mild Taste (Zero Alcohol).
  3. Clinically-proven essential oils.
  4. Sustained plaque reduction above the gumline after a dental cleaning. This rinse is not intended to replace brushing or flossing.
  5. Based on bad breath germs.
  6. Germs that cause bad breath, plaque, and gum problems.
  7. Germs that cause bad breath, plaque, and gum problems. With twice daily use.
  8. The bottle material clear PET is widely recyclable resin but whether the PET bottles after use are collected and recycled cannot be controlled and the real collect & recycle rate at different markets may vary as per local recycling platform/system. Excludes 100ml and opaque bottles.
  9. We use a patented and peer-reviewed tool called the Global Aquatic Ingredient Assessment™ when developing formulas. For more information, please visit: www.jnj.com/globalenvironmental-health/productend-of-life. Applicable for Cool Mint, Cool Mint Mild Taste (Zero Alcohol), Total Care, Total Care Mild Taste (Zero Alcohol).
  10. Applicable for Cool Mint, Cool Mint Mild Taste (Zero Alcohol), Total Care, Total Care Mild Taste (Zero Alcohol).

About Watsons Malaysia

Watsons Malaysia is the leading health and beauty retailer with more than 650 stores nationwide. It continues to inspire customers to enjoy life to the fullest and set the standard in health, wellness, and beauty — providing personalised advice and market-leading products to help customers LOOK GOOD, DO GOOD, FEEL GREAT every day.

Since 2009, Watsons has been the No.1 pharmacy/drugstore brand in Asia Pacific for 13 consecutive years*. Watsons Malaysia is also the recipient of the Platinum Award for Best in Retail (Putra Brand Awards 2023), the premier brand award in Malaysia voted by Malaysian consumers.

*Campaign Asia-Pacific “Asia’s Top 1000 Brands” online study of over 8,000 respondents across 14 Asia Pacific markets.

You may also find the press kit & translated release below:

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