LISTERINE: Rạp heavyweight Common pens a super fresh and clean-clean 'The Art of Freshness' song
If there’s one thing you can always expect from rap heavyweight Common, it’s his ability to stay fresh and alert on any given day. So it’s only right he comes through with a huge LISTERINE collaboration resulting in their ‘The Art of Freshness’ song.
Focusing on the power of the iconic and game-changing mouthwash to putting ample attention on the newly launched The Whoa Collection? Impressive all over.
More than 12% of the nation’s population is Black but still, less than four percent of dentists identify as such. In effort to reinforce LISTERINE’s commitment to help close the diversity gap in dentistry within the Black community, the brand launched the second installment of The Whoa Collection by collaborating with Black-founded creative agency Compound to enlist Common’s lyrical voice, as well as two prominent Black artists to craft powerful art - all in effort to drive awareness and amplify conversations around equal representation in dentistry.
The collaboration:
Released Common’s track aimed at spreading awareness, available at LISTERINE.com and on the brand’s YouTube channel.
Launched limited-edition bottle art designed by Hebru Brantley and Frank Morrison, emblematic of each artist’s signature afro-futuristic style, available at Target.
Features a social and digital content, as well as a unique documentary directed by Compound’s Set Free Richardson, to spotlight the brand’s mission in closing close the diversity gap in dentistry within the Black community. The documentary will be available to watch on LISTERINE.com and LISTERINE social channels.
Spreads awareness and support for Increasing Diversity in Dentistry Pipeline Program (IDID) - a growing non-profit that supports cultivating, nurturing and mentoring underrepresented minority pre-dental students in the US – as the brand makes a $150,000 donation to the organization to help students through test preparation, application assistance, scholarships and practice grants.
