Bad breath is one the most embarrassing issues for people when they socialize. So Listerine decided to bring this experience to life with a flipbook that released a pungent onion scent. 🙂
To induce trials, a coupon was also attached to the back of the flipbook and people could redeem the same for a free Listerine bottle at nearby locations. Redemption rates at the end were recorded to be at 66%!