Want to live a bold life? Use Listerine.

For decades, mouthwash ads have typically relied on product claims, functionality, oral health factoids and product demonstrations.Listerine has teamed up with J. Walter Thompson to launch a new campaign across Asia that instead connects the brand to consumer’s lifestyles.Armed with the insight that Listerine users seem to have a little extra edge to them, J. Walter Thompson helped design “The Study of Bold”, a survey of 6,000 people (half of whom use Listerine and half who don’t) in six markets.The study found that Listerine users live bolder lives: They’re more likely to sky dive, dance in public, volunteer, eat exotic foods, start their own company, plan a trip and leave on the same day, juggle, stand up to a bully, and do card tricks.In Asia, J. Walter Thompson Singapore’s regional J&J hub team has created and edited three videos around the idea that people who use its products most are just more adventurous.In a video in Asia, titled "Fearless Warrior", a woman who “fears no food” tears into crab legs, dried squid and crushed ice.https://www.youtube.com/watch?v=w86obMFeDBwIn "Handsome Teeth", which riffs off Asia’s K-Pop mania, shows a man cracks walnuts in his teeth to impress women. And "The Salesman", the go-get-‘em guy with the confidence to upsell anything to anyone.The videos will be launched in 10 Asian markets, including Hong Kong, Singapore, Japan, Korean, Thailand, Indonesia, the Philippines, Malaysia, and Vietnam.