Listerine: King Saladeen and Thundercat link for a super fresh culture-focused flex
Listerine. Compound. A couple powerhouses coming together for a huge collaboration? Say less. It’s a celebration with The Whoa Collection launching to help close the gap in the diversity of dentistry within the culture.
Listerine and Compound launch the Whoa Collection
It’s everything you could want - along with a super fresh-looking smile and of course breath game. The Whoa Collection has original contributions, limited-edition bottles and so much other fire stuff associated with the rollout.
LISTERINE and Compound – a creative agency that celebrates and elevates culture – will introduce The Whoa Collection to help close the gap in the diversity of dentistry within the Black community (listerine.com/WhoaCollection).
The collaboration, which features original contributions from respected visual artist King Saladeen and Grammy-award winning producer Thundercat, includes varied and sensory stimulating media designed to raise awareness, inspire long term support and ultimately improve representation:
Saladeen brings his flare through limited-edition bottle art, supplemental merchandise and a painted canvas.
The bottles are now available for purchase at Target and the original canvas will be auctioned off during a charity event on Sep. 14 in Brooklyn.
Limited-edition kits – including the bottle, a custom-designed robe and slippers, and background on the cause will be made available to the public via a soon-to-be-announced giveaway.
Grammy-award winning producer Thundercat has produced a bold track that marries LISTERINE’s whoa feeling with the sounds of swishing, cap twists, pours, and more.
The track will be available on artist socials, SoundCloud and other digital channels (including Listerine.com).
The platform will also feature original content, including:
BTS of the creative process and voices re: their own experience with oral health.
Social posts inspired by the original track and gratitude posts from consumers and influencers eager to showcase their participation.
Need big quotes? Want to see the co-signs? Say less.
“LISTERINE is committed to increasing diversity in dentistry and empowering the next generation of Black dentists. Through the Whoa Collection and our partnership with Compound, IDID will be able to provide additional support, scholarships and practice grants to the students they serve.” – Joahne Carter, Commercial Leader, Oral Healthcare at Kenvue
"A compound is something that organically brings things together, and The Whoa Collection is an embodiment of that. It's an honor to join Listerine and blend music, art, and oral health care in a way that helps the community while delivering that whoa feeling!" – Set Free Richardson, founder of partner agency Compound
“While our efforts continue to expand, Black representation within dentistry remains critically small. Partnerships like this make an incredible difference in helping us to narrow that gap through amplifying voices, inspiring minds, and supporting deserving dental school aspirants eager to reduce healthcare disparities and serve the larger community.” – Dr. Jeanette Sabir-Holloway, Founding Director at IDID
And it’s bigger than just a fire-looking limited edition bottle.
While more than 12% of the nation’s population is Black, less than four percent (4%) of dentists identify as such. At the same time, there is a major disparity in oral health care access, with a reported 40% of Black adults in the U.S. living with untreated dental cavities. By improving Black representation and increasing this percentage of practicing Black dentists, LISTERINE aims to positively impact the understanding, behaviors and access around oral healthcare.
The Whoa Collection is part of a longer-term endeavor to support underserved communities. Over the years, LISTERINE has also partnered with:
The National Dentist Association (NDA), which represents more than 30 million Black Americans and promotes justice, encourages diversity, and advocates for the expansion of access to healthcare for all people
The Black Women’s Health Alliance and University of Detroit Mercy, which deploys education, dental care and resources through community outreach and funding
